The new campaign, 'Power when you need it', conceptualised by DDB Mudra, highlights the USP of the car - the 1.5L TDI engine
BestMediaInfo Bureau | Mumbai | December 2, 2014
Click on the image to watch the TVC.
After establishing the New Polo, as a refreshingly beautiful car to own and drive, Volkswagen has come out with the second leg of the campaign where it uses the USP of the car - the 1.5L TDI engine - in its proposition: 'Power when you need it'. The campaign has been conceptualised by DDB Mudra and the media roll-out consists of three sharply-executed 30-second TV commercials, along with a series of tongue-in-cheek print ads.
Rahul Mathew
Commenting on the campaign, Rahul Mathew, Creative Head, DDB Mudra West, said, “Car advertising has seldom taken power out of the hands of secret agents and rich playboys. But VW doesn't make promises only for these privileged few. So, even something as explosive as power has a very relevant role in our everyday lives and that's just what we sought to capture in our communication for the New Polo.”
The first TVC features a husband, who forgets his anniversary but saves himself from his wife's wrath after he manages to get her a gift just in time. Of course, thanks to the New Polo.
In the other TVC, a young man returns home after a tiring day at work, when he gets a call from his girlfriend, reminding him that he was supposed to meet her at the movie theatre. Once again, the New Polo comes to his rescue.
In the third TVC, a woman discovers that the man she has a crush on is single again. And, as luck would have it, he's at a restaurant with some friends. The New Polo helps her rush to the restaurant just in time to meet him.
The three TVCs end with the voiceover saying 'Power when you need it'. There will also be digital and outdoor implementations, in sync with the Volkswagen spirit of innovation.
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