Volkswagen’s ‘Born Confident’ campaign for the launch of the T-Roc SUV is to enter new territory with a first-of-its-kind media campaign. The activity that will see Bam, the self-confident ram featured in adam&eveDDB’s ads, leap into commercials from other advertisers.
The cross-media activity will see Bam interrupt ads in national press, Out-of-Home, and a series of specially created TV ad breaks across Sky’s channels.
On Boxing Day, Bam will audaciously burst into the latest TV ads by Admiral Insurance and Virgin Atlantic across Sky channels, including Sky One, Sky Sports, and Sky Movies.
OOH, press, display, and social will see Bam invading ads from Wall’s, Harvey Nichols, and Castle Howard.
The idea was conceived and produced by adam&eveDDB, managed by Omnicom Media Group’s PHD and executed via Sky.
The Sky ad break takeover will feature adverts from Admiral and Virgin Atlantic, but as each is broadcast, sound effects and cracks appear in the screen, culminating in Bam breaking through the screen and the Volkswagen T-Roc ad then playing out in full.
Volkswagen National Communications Manager Glyn Butterworth said “The self-confident ram symbolizes everything T-Roc is about, so we’re delighted to kick off our communications with an approach that amplifies this idea. Media and creative solutions need to be increasingly innovative to drive cut-through and this is a great example of how both have been carefully considered together to drive the maximum impact of our communications.”
Ben Priest, Group Chief Creative Officer, adam&eveDDB said: “Done with taking on bulls, sheep dogs and bursting through barn doors, our fearless ram is now invading other brand’s ads. It is the perfect expression of his self-confidence and we hope audiences love it as much as we do”.
Michael Bensley, Media Director, PHD said “To support the launch of the T-Roc by getting Bam the Ram to invade other brands’ ads will really set this ad apart. We’re hugely excited that both Virgin Atlantic and Admiral got involved to make this happen, helping us to go that one step further to showcase how confident Bam really is. It’s a testament to the strength of the idea just how much energy and sheer enthusiasm every partner in this project has put in and we can’t wait to see the results.”
Rachel Bristow, Director of Partnerships, Sky Media, said “This is a great example of how media owners and agencies are working together to create more engaging and innovative campaigns for clients. With Christmas being an incredibly competitive time of the year for brands, this first-of-its kind ad is sure to cut through.”