VW T-Roc’s Bam rams his way into other people’s ads

Volkswagen obviously thinks it’s got a property on its hands with Bam the ram, the star of the T-Roc crossover ‘Born Confident’ launch campaign from adam&eveDDB (below).

So on Boxing Day (December 26 for those who don’t box) Bam will invade a number of ads from other advertisers across Sky channels including Sky Sports, Sky One and Sky Movies. Participants include Admiral, Wall’s, Harvey Nichols and Virgin Atlantic (mostly adam&eve clients as is Sky). There’s also out of home and press. PHD sorted the media.

Here are a couple of examples.

Volkswagen national communications manager Glyn Butterworth says: “The self-confident ram symbolizes everything T-Roc is about, so we’re delighted to kick off our communications with an approach that amplifies this idea. Media and creative solutions need to be increasingly innovative to drive cut-through and this is a great example of how both have been carefully considered together to drive the maximum impact of our communications.”

Adam&eveDDB group CCO Ben Priest says: “Done with taking on bulls, sheep dogs and bursting through barn doors, our fearless ram is now invading other brand’s ads. It is the perfect expression of his self-confidence and we hope audiences love it as much as we do.”

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