Volkswagen awakens nostalgia to launch EV range in Australia via DDB Group Sydney

Volkswagen Australia is leaning into nostalgia and emotional storytelling with its new campaign Batteries Included, developed by DDB Group Sydney to mark the launch of its electric vehicle range in the local market.

Rolling out this week, the campaign introduces the ID. 4 Pro, ID. 5 GTX, and the retro-inspired ID. Buzz, inviting Australians to rediscover the joy of driving through the eyes of their inner child. Set against classic childhood backdrops like putt putt golf, water parks, fireworks and pizza joints, the hero film is soundtracked by Australian icon Patsy Biscoe’s “When I Grow Up”.

Bianca Botma, head of marketing and brand at Volkswagen Passenger Vehicles, called the campaign a new chapter for the brand.

“This is Volkswagen brand chapter two,” Botma said. “It’s about emotion, innovation and reigniting the joy of driving - now powered by electricity.”

The campaign goes live across digital, social and out-of-home from 6 July, under Volkswagen’s local brand platform: Let’s go for a drive.

“In a super competitive EV landscape, we knew we had to do something different,” DDB creative partner Jenny Mak, said. “The idea of awakening your inner child cuts through the noise and connects on a deeply human level.”

More than 10,000 electric cars were sold last month for the first time since March 2024, up 10.4% on the prior year and accounting for 9.2% of all new vehicles sold. The rebound was helped by a jump in Tesla deliveries, up 9.4% to 3897 cars, according to VFACTS.