Volkswagen - "Boys"

DDB Berlin

DDB Berlin Berlin, Germany

11198

Title	Boys
Title (original language)	Jungs
Agency	DDB Berlin
Campaign	For boys who were always men - Volkswagen
Advertiser	Volkswagen
Brand	Volkswagen
Posted	May 2005
Product	Golf GTI
Business Sector	Cars
Tagline	For boys who were always men
Tagline (original language)	Für Jungs, die damals schon Männer waren
Story	SUMMARY In 2004 Volkswagen launched a new Golf GTI whose original predecessor had been a cult car 20 years ago, but which had increasingly lost its desirability. To revive the GTI cult, communication focused on the attitude of the original drivers and transferred it to the present. The campaign was successful in all aspects, clearly achieving the intended positioning and creating desire within the target audience. This re-vitalisation of the cult image had substantial effects: The Golf GTI conquered the No. 1 position in the segment of sporty hatchbacks within only a few months.
Media Type	Television
Length	45 seconds
Market	Germany
Soundtrack	Jerk Out
Creative Director	Wolfgang Schneider
Creative Director	Mathias Stiller
Agency Producer	Marion Lange
Copywriter	Ulrich Lützenkirchen
Art Director	Sandra Schilling
Production Company	@radical.media GmbH
Production Company Producer	Christine Lochte
Producer	Christine Lochte
Production Company Producer	Ben Schneider
Director	Steve Miller
Editor	Sven Budelmann
Music	The Caesar's
Account Manager	Michael Lamm
Account Manager	Cathleen Losch