Volkswagen taps VR for new Golf

11 July 2017

Advertiser: Volkswagen
Creative Agency: DDB Sydney

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Volkswagen creates a trip back in time and drives into the future.

Volkswagen has unveiled a campaign pushing the new Golf that takes viewers back to their childhood, while immersing them in a Tron-like future.

From DDB Sydney, the new Australian campaign centres around the global Volkswagen framework ‘We make the future real’, celebrating the brand’s innovative and industry-leading technology.

The campaign includes a 30-second spot, an 80’s throwback with a futuristic vibe produced by Goodoil Films and Director JH Beetge.

Volkswagen GM of marketing Ben Wilks says: “Golf is the iconic small hatch and continues to set the standard for innovation and first to market technologies.”

“The Golf 7.5 brings gesture control, driver personalisation, a new level of advanced safety and a more powerful entry level 110TSI engine. Our resolve to make the future real is made tangible by this, the world’s best small car,” he adds.

The ad was launched with a virtual reality (VR) 360 film in collaboration with creative studio Alt.vfx and will be featured on social media platforms and in selected dealerships.

According to DDB, VR has only been integrated with TV in this way on a few occasions in Australia, and it works to complement the campaign by allowing the user to step inside the creative.

DDB creative partner Jade Manning says: “When we were young, we dreamed of what the future would look like. Virtual reality, cars that flew, all of that.

“We took that idea to the new Golf campaign, looking at the ‘making the future real’ concept through the lens of a child and featuring the 80’s gaming and futuristic icons we all grew up with.”

“We can all relate to being a kid and being fascinated with futuristic things, and what’s really cool is that for this kid his dreams do come true in adulthood with his Golf,” Manning adds.

DDB creative partner Vincent Osmond says the campaign is a trip back in time that not only shows the car's features but also the boy's bedroom and the ever-changing environment around him.

The campaign is rolling out across all digital, social platforms, outdoor and TV for the next three months.

Check out the ad here:

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