Flyboy strengthens consumer connect for Volkswagen Jetta

Soon after the shining newspaper wrap innovation, DDB Mudra has created another innovative campaign for Volkswagen's all-new Jetta.

Neha Saraiya | Delhi | September 5, 2011

DDB Mudra envelops a new TVC for Volkswagen 'Jetta', a step-up after the Print campaign.

Just a week after wowing audiences with its innovative campaign of a shiny newspaper wrapping some English dailies for the Volkswagen Jetta, the German auto major has pulled it off again, this time with a television commercial.

Titled 'Flyboy', the TVC is a story of a boy, born with wings, that makes him a celebrity -- be it a football field when he scores a goal by flying high or landing up in a high-rise building that has caught fire to rescue a girl. This is until he spots the all-new Jetta in a showroom. The film ends showing him dropping his wings and driving off in the Jetta with the copy reading: "The all-new Jetta. You'll do anything to drive it."

Lutz Kothe, Head, Marketing & Public Relations, Passenger Cars, Volkswagen Group Sales, talking about the creative concept of the campaign, said, “Even becoming a daytime hero, the 'Fly Boy' does everything to drive the all-new Jetta." Thus, the dynamic performance of the Jetta truly reflects in the commercial.”

The film has been produced by Nomad Films under the direction of Hamish Rothwell. The creative team for the campaign includes Bobby Pawar, Chief Creative Officer, Mudra Group, and Rajeev Raja, National Creative Director, DDB Mudra, while the media agency for the brand is Mediacom.

Pawar told BestMediaInfo.com that they wanted to create a commercial that “leaves the audiences with a twinkle in their eyes”. Right from the print ad earlier to this TVC, everything has been done “with a unique belief in the product's ability to push people to new heights”.

He also disclosed that the shooting for the TVC was completed in just three days in Bangalore. Recalling an incident that occurred on the sets, he said, “There was a shot when the 'Flyboy' had to be seen flying. He was hung 50 feet high with harness and cranes, but the actor was so terrified that we had to actually cajole and persuade him to deliver the shot.”

The wings shown in the commercial were created through special effects at Fuel, Sydney. Currently, the TVC is being aired in 45-second spots.

Besides print and TV communication, the company also plans an aggressive run on social media, as it has already stirred a wave on Twitter with more than 50,000 tweets in response to its campaign 'What will you do for the all new Jetta?' The best reply can drive home a brand new Jetta.

Neha@BestMediaInfo.com

Info@BestMediaInfo.com