“While it may seem unusual for a car maker to celebrate the hand me down of a 16-year-old VW Golf GTI, we think it’s vital to pause, take stock and celebrate what it is that makes this brand so special.”
James Blair, Lead Business Partner at DDB New Zealand, says the objective of Youngest Brother was to celebrate the emotional connection so many Kiwis have with the brand, which has seen Volkswagens remain in the family year after year.
“After a five-year break, we are excited to help bring Volkswagen back into the hearts and minds of Kiwis. I think we managed to tap into a great reality of sibling life with the excitement of being given the family car,” says James.
Liz Murphy, Director at Sweetshop says, "The always-gets-the-leftovers guy, the second-hand-is-still-good guy, the you’ll-grow-into-it-guy. You’ve either been one, or provided for one with your own leftovers. It’s a story that will resonate with anyone that once was a kid.
Ultimately this is a charming Hero’s Journey. One Boy vs The World, taking his lot in life with humility and grace – and for this he is rewarded. We are delighted for him. It’s a heart-warming, playful story for the next chapter for Volkswagen New Zealand, and nestles perfectly in the iconic VW tone that is so warm and familiar around the world."
The Youngest Brother TVC will roll out in 30”, 45” and 60” spots, supported by out of home, radio and digital/social. To view the 60”, click here.