AlmapBBDO's 'Stork' showcases a touching portrait of a young family
The launch campaign for the Tiguan Allspace, which will debut on July 24th, marks the arrival of yet another product from the New Volkswagen Brazil – a radically more modern, pared-down and efficient company, completely focused on people. In line with this strategy, the campaign created by AlmapBBDO takes a sensitive approach to how the comfort and technology of this new SUV are inspired by people's lives.
The New Volkswagen is preparing the largest product offensive in the company's history in Brazil, launching 20 models by 2020, thanks to a R$7 billion investment.
The Tiguan Allspace is the first of five SUVs that the brand will put out as part of this push. The Tiguan Allspace is a powerful, state-of-the-art SUV that seats up to 7, focused on social, professionally thriving people who love to share their success with family and friends
'Stork', the campaign film for the new Tiguan Allspace, presents a touching portrait of a young family spending time together. During an outing, from the moment they get on the road until they get back into town, a stork follows them around, getting the father's attention. While all this is happening, viewers can check out the technological innovations in the Tiguan Allspace – such as when the mother activates the exclusive Cognitive Manual with Artificial Intelligence via voice command to find out more about the car's features, or when the father, his hands full of purchases, opens the trunk by moving his feet to trigger the sensor for the Easy Open system, available in the R-Line model.
Other Tiguan Allspace features also make an appearance in the family's interactions, including the Active Info Display, the 350 Nm TSI engine, Park Assist 3.0, and Pedestrian Recognition, which brakes automatically when it detects people or animals suddenly crossing in front of the new Tiguan Allspace.
The film closes with the stork landing in the middle of the street once they're back in town. The Pedestrian Recognition feature is activated and the vehicle brakes for the bird, which lifts up a bundle with its beak in an allusion to the arrival of a new baby. The wife smiles, understands, and looks at her husband, who is caught by surprise but pleased. In the next scene the family is back in the car, now with twin babies and their grandmother, having filled up all seven seats in the Tiguan Allspace. The commercial closes out with the concept: "A new Volkswagen is born. The Tiguan Allspace: a new car, a New Volkswagen." The spot comes in 90, 60, and 30-second versions.