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Adam&eveDDB has regained the VW Commercial Vehicles account, which it lost to BBH five years ago, now including VW’s new range of vans alongside the main car account, which has seen less activity lately
The agency describes its new “brand platform” as one that reflects the unique blend of function and emotion that these vehicles embody for their owners. A comprehensive, year-long plan will soon launch, focusing on real owners and utilizing social platforms alongside other channels.
VW states, “We’re undergoing a significant transformation in how we market and sell our vehicles, and we’re excited to launch our new brand platform with them, which will reaffirm the core values of our brand for our customers both now and in the future.”
Despite some recent challenges, particularly with EVs, VW remains one of the two largest auto manufacturers globally. While vans are different from cars, the German company might benefit from revisiting some of the iconic advertising it once produced. However, the current trend is all about transformation, especially a “holistic” one.