Volkswagen’s history of witty, tongue-in-cheek advertising has won the brand fans the world over, and that spirit continues with Volkswagen UK’s latest idents for ITV Movies, reimagining classic movie moments with an electric vehicle-themed twist. Launched this weekend, the campaign runs until December 2023, and was created in partnership with creative agency, adam&eveDDB.
The idents – which continue Volkswagen’s successful partnership with ITV Movies – mix iconic film moments with an EV-themed spin on the unfolding drama. Typical Volkswagen wit punctuates the new campaign.
Across the four stories, the ID.4 GTX, ID.5 GTX, Golf eHybrid and Arteon Shooting Brake eHybrid take starring roles, the electrified models signalling Volkswagen’s future in e-mobility. The campaign follows on from Volkswagen’s ‘Movie Star Confidence’ series, also created by adam&eveDDB in 2019 for the same ITV Movies partnership.
Viewers will recognise the famous moments parodied by the spots – for example, in the ‘Stakeout’ spot, detectives investigating a mobster are thwarted from obtaining a secret recording as evidence as the power dies, shutting off their equipment. Another, titled ‘Mad Doctor’, sees a scientist’s monster creation not quite brought to life, when the vital jolt of electricity needed to animate the beast is cut off.
The cause of these unexpected outages? Equipment being unplugged as Volkswagen owners plug in and top up their electrified vehicles, unaware of their interruption to proceedings.
Ant Nelson, Executive Creative Director at adam&eveDDB said: “This campaign follows in the footsteps of many other Volkswagen movie sponsorship campaigns. However, unlike its predecessors this is for its electric and eHybrid range of vehicles. Each execution depicts a movie moment which is interrupted with some classic Volkswagen humour.”
Sarah Cox, Head of Marketing at Volkswagen UK, said: “Volkswagen has a long-standing relationship with film so it’s been great to extend that further with our latest work as part of our partnership with ITV. ‘Electrifying Movies’ showcases a selection of our fantastic electrified vehicles, showing how Volkswagen has electrified options to suit everybody. In partnership with adam&eveDDB, we’ve created an entertaining and humorous campaign that puts a twist on famous epic movie moments; pushing them in a new direction centered around electrification.”