Turning a cultural asset into a commercial asset
How do you overcome a price premium in a credit-crunched, deal-orientated market?
Neutralise this short-term rational barrier with a long-term emotional benefit. We reminded drivers of the long and trusted bond between owners and the world’s greatest van brand with an emotional TVC. We connected with the audience on a deeper level and reinforced VW’s place in culture by evoking the era in which the brand became an icon.