Volkswagen: You Get What You Pay For

adam&eveDDB is launching a new Value campaign for Volkswagen, as the brand moves away from the ‘Unbelievable Value’ platform for the first time in several years.

The campaign breaks with the first of three TV executions on 15th February. The adverts, written by Rob Messeter and Mike Crowe, remind viewers of the pitfalls of sacrificing quality in the pursuit of a bargain.

In each of the three films – Parachute, Shark Cage, and Rope – we follow a character who has opted for the cheaper version of an item, rather than the high-quality alternative. Each advert ends on a Volkswagen, as we are reminded ‘You get what you pay for’, before closing with the new campaign line ‘Well Worth It’.

With the wider campaign focusing on the exceptional value of Volkswagen, this new line appears across all of the campaign elements including cinema, print, digital, and radio.

National Communications Manager at Volkswagen UK, Kirsten Stagg, said: “We are incredibly proud of the quality engineering that goes into each and every Volkswagen, and the TV adverts demonstrate perfectly that there are some areas where it’s simply not worth compromising.”

Jeremy Craigen, Executive Creative Director, said: “After watching these ads you are left in no doubt that you get what you pay for, and those who understand that, understand the real value of a Volkswagen.”

Credits

Agency: adam&eveDDB

Managing Partner: Jonathan Hill

Business Director: Paul Billingsley

Account Director: Jaimie Jennings

Client name: Nikki Pates/Kirsten Stagg

Client job title: Communications Manager/National Communications Manager

Client Marketing Director: Rod McLeod



Volkswagen Global ECD: Jeremy Craigen

Creative: Rob Messeter

Creative: Mike Crowe

Planner: Dom Boyd, Will Grundy

Media agency: Mediacom

Media planner: Katharine Byron

Agency TV Producer: Sophie Smith, Pamie Wikstrom



Production company: Outsider

Director: James Rouse

Producer: Richard Packer, Benjamin Howell



Audio post-production: Factory Sound

Editing: Work Post

Post-Production: MPC