Rla group has created a &£1.5m television campaign for Volkswagen Commercial Vehicles (VCV) featuring the strapline: “Apparently, Volkswagen also make cars”.
It is the first time in two years that VCV has advertised on TV. The campaign, which breaks on October 1, aims to communicate the sense of passion and pride that Volkswagen van owners feel towards their vehicles. This is VCV marketing chief Nigel Brotherton’s last before he joins Audi as head of marketing (MW September 15).
Three executions make up the campaign: “Surprise”, “Sunday morning” and “Tent”. The ads will run throughout 2005 and into next year.
The campaign includes outdoor, press, direct mail and online activity, all of which was created by rla group. MediaCom handles media planning and buying.