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.