Volkswagen showcase their SUV range in a series of idents for their sponsorship of ITV’s coverage of this Summer’s football, created by adam&eveDDB and directed by Tim Bullock of Blink productions.
To celebrate the new SUV range, adam&eveDDB’s campaign plays on the idea that driving an SUV fills you with confidence.
The series of 22 idents follow a football fan who, because he drives a Volkswagen SUV, becomes very confident about his predictions of various football scenarios. In the first, he says he believes that England are going to be crowned champions, he’s so convinced of this, in fact, that he’s getting a huge arm tattoo that reads, ‘England. Champions. 2018.’ before a ball has been kicked. His family and friends around him don’t quite share his conviction, but he has complete confidence.
Other films show the supporter talking to an unimpressed family of Spanish fans, claiming that Brazil won’t win because of “Jetlag”; and refusing to let his daughter have a tattoo until at least the 2030 tournament.
Each of the films end with the line “Complete Confidence” to emphasise that while our fans belief in his team might be misplaced, total confidence in Volkswagen’s range of SUVs certainly isn’t.
The campaign goes live on ITV on Thursday 14th June at 4pm, during the opening game of the competition. The ITV sponsorship deal was brokered by PHD UK.
Glyn Butterworth, National Communications Manager at Volkswagen UK, said: “We issued a real challenge to adam&eveDDB in this brief, namely how we land our Volkswagen SUV range through our established emotional Volkswagen storytelling approach but within sub-10 second idents. Thankfully they’ve risen to the challenge and we hope that the true consumer insight really engages football fans. Do you know what, I do think that it might just be our year!”
Ben Priest, Founding Partner and Group Chief Creative Officer at adam&eveDDB, said: ‘‘There’s a fine line between confidence and over confidence. Our hero is just the wrong side of that line! The brevity of TV idents can feel like an obstruction in some cases but we felt inspired by the absolutely pared down storytelling and look forward to giving football fans at least one thing to smile about this summer.”