Volkswagen Group Australia has unveiled its first brand campaign in seven years, introducing a new brand platform titled 'Let’s go for a drive'. The campaign, led by the power of television for brand building and emotional connection, is a significant move for the automotive giant, which is one of the world's leading car makers, headquartered in Wolfsburg, Germany, with 114 production facilities in 29 countries.

The creative concept of the campaign is centred around the simple life of a lighthouse keeper living on an island, who drives his Volkswagen for mail delivery. The campaign was directed by award-winning Australian commercial director Steve Rogers from Revolver.

"It’s not every day you get the opportunity to develop work for such an iconic brand that has such a rich heritage of advertising. With all that past work in mind, we wanted to tell a very simple story, beautifully. One that brings to life the simple joys of taking even the shortest drive. We’re very proud of this little tale and very fortunate to have brought it to life with such great clients and production partners," said Matt Chandler, DDB Executive Creative Director.

The Volkswagen Group is set to launch numerous new models in 2024, including many all-electric vehicles such as the Volkswagen ID.4, ID.5 and the ID. Buzz. This campaign, therefore, comes at a crucial time for the company as it seeks to build momentum for its upcoming releases.

"There are great synergies between DDB and Volkswagen, both in the present and in years gone by, and we have seen that play out throughout the development of this campaign. We felt a connection to the creative concept from the beginning and felt it spoke directly to who we are as a brand and how we want people to feel when driving our cars," added Michal Szaniecki, Volkswagen Passenger Vehicles Managing Director.

The campaign aims to convey the transformative power of driving a Volkswagen, as emphasised by Jenny Mak, DDB Creative Partner. "Great cars don’t just take you somewhere, they make you feel something. And some cars simply do it better than others. There’s a transformative power that comes from spending time in a quality car, and it’s a power everyone deserves to experience. The brand campaign is offering an invitation to people to remember what driving can be – an invitation that says - “let’s go for a drive”."

The TV campaign launched on Sunday, 25 February and is running nationwide, supported by out-of-home, digital and social media.