DDB UK and Germany agencies combine for VW T-Roc debut

Volkswagen says its “making the future real” (whatever that means) with its new T-Roc SUV, what we used to call a crossover but with SUV driving attributes.

So there’s a new global campaign, ‘Born Confident,’ from adam&eveDDB and DDB Berlin/Hamburg telling the story of a young ram who’s born with thick black fur and the horns of a fully grown one – Grrr.

Volkswagen Management Board member Jürgen Stackmann says: “For Volkswagen, the T-Roc is a self-confident step in a new segment since it stands out from the crowd and leaves a lasting impression. You can see this impressively in our new film.”

It is, indeed, a clever piece of film with animation by MPC Life using in-house software.

Is it a great ad though?

No, not quite. It looks a bit of a compromise because it probably is.

Will probably sell by the transporter load though.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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