Volkswagen Polo: It's a confidence thing

Advertising Agency: DDB, Sydney, Australia
Chief Creative Officer: Toby Talbot
Creative Group Head / Copywriter: Simon Veksner
Creative Group Head / Art Director: Noah Regan
Executive Producer: Adrian Shapiro
Head of Broadcast: Brenden Johnson
Planner: Sam Payne
Agency Producer: Claire Seffrin
Senior Account Director: Duncan Stevens
Account managers: Kim Friedlaender, Harry Mountier
Director: Tim Bullock


Tuco's picture
285 pencils

One minute should be enough to tell any story, somehow this is more complicated than it needed to be.

VincentA's picture
75 pencils

I have 3 main points I would like to develop about this ad.

First of all, the fact that the Polo car, a small city car from Volkswagen, is supposed to inspire confidence seems a little over estimated. In fact, I understand this point of view in the case of a Passat, but a Polo does not say as the Passat: "I am a men with confidence".
The second point is the choice of the absence of dialogue: the music seems feminine when they try to sell this car for men. I do not really understand this.
My third point is about the car: in some countries, such as France, Volkswagen try to put the power, the strong side of the car first, by developing a lot of technical point to impress the potential buyers. In this ad, except at the end with the “Blue motion technology” which is not explain and does not give to us any information about what it is and what it can do.
I got then two questions: why taking this “men” confidence that was used for the Passat and put it for the Pollo instead of looking for another “advantage”? and why not explaining what is this Bluemotion technology instead of putting it at the end with no further explanation?
An explanation may be because they try to put the Passat more familial and the Polo for 20-30 years old single men, but I cannot really explain the Bluemotion title at the end.
I hope you may enlighten me on these points,

Vincent A., ASU student, Advertising Management

damnson's picture
10884 pencils

Could it be more cliché?

An axe murderer of ads.

Rob71's picture
383 pencils

Agree. The Polo used to stand for toughness and the years spent building that image, through some wonderful advertising I add, has been totally undone with this. Is DDB losing it? Get back to doing great creative work and forget listening to your strategic planners and suits. Creative used to rule at DDB, especially on a dream client like VW, lately it's just plain sad.

maper's picture
193 pencils

I don't get it?

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