Volkswagen has launched a major campaign for its forthcoming new Tiguan SUV showing that with its new styling, features and cutting edge technology it is possible to make even the school run cool.
‘The Big Arrival’, created by adam&eveDDB, features a typical drive-to-school trip – perhaps the quintessentially humdrum everyday drive. But in the new ad, the trip receives a major injection of excitement courtesy of the new second generation Tiguan.
Running under the strapline: ‘The new Tiguan. Cool. Calm. Connected.’ the campaign broke at the weekend across major terrestrial and digital TV channels and is supported by a digital and outdoor campaign, including an IMAX takeover.
Glyn Butterworth, Volkswagen UK’s National Communications Manager, said: “Volkswagen has a superb heritage of advertising creative, and along with the team at adam&eveDDB, we have worked very hard to ensure this new Tiguan campaign meets those incredibly high standards. Above all, we hope this campaign allows viewers in the UK to continue to enjoy our advertising.”
Russell Hopson, Group MD, adam&eveDDB, says: “'Volkswagen’s heritage in advertising was recently described as ‘witty, knowing and understated’. I believe we’ve made work here that’s worthy of both this fantastic new car and its brand heritage.”
The new Tiguan is a compact SUV styled and engineered to challenge not just the best in its class, but also premium-priced rivals from across the market. It arrives in Volkswagen 191 UK Retailers this month.