VW’s new campaign celebrates Volks and their beloved Wagens

Without people, there’s no Volkswagen. It’s literally “the people’s car.” That’s the message behind the automaker’s new brand platform in the U.K., launched May 4. In a campaign film titled “YourWagen,” vignettes, home movies and archival images show people’s relationships with their Volkswagens, demonstrating the role the car plays in the lives of so many. Set to the tune of the 1970s hit “Thank You for Being a Friend” by Andrew Gold, the spot shows the brand name changing in each shot to show how each car represents the person. Among the remixed names are “MumsWagen,” “NansWagen,” “WalkiesWagen” and more. The heartwarming campaign features real Volkswagen drivers recruited across the U.K. through agency Six Minutes. The campaign, created by adam&eveDDB, will run across channels until June 30. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

VW’s new campaign celebrates Volks and their beloved Wagens

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