Volkswagen is launching a campaign called “Last Tango in Compton” featuring Argentinean Tango world champions dancing to a hip hop track to promote its new Polo vehicles.
The campaign, created by DDB UK, features the strapline “Tough. Beautiful. Polo.” and aims to convey that the Polo is beautiful as well as reliable, safe and tough.
The TV ad airs tonight (10 November).
In the ad, Argentinean Tango world champion Gasper Godoy and his partner Manuella Rossi, the world number two, are dancing to “Don’t Stop” by hip hop artist Roc C.
Volkswagen says high profile digital and social media activity, featuring making of and behind the scenes footage, will support the TV activity.
Director Jonathan Glazer, who is best known for his work on the Guinness Surfer, Sony Paint and Levis Odyssey campaigns, shot the TV ad.
Last Tango in Compton is the first time DDB UK and Jonathan Glazer have partnered since the Volkswagen Polo ’Protection’ campaign in 1998.
This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.