Volkswagen celebrates van versatility in new campaign push

Volkswagen has launched a new campaign illustrating that whether it's the practical, the extraordinary, or a bit of both, there's always room for more behind the wheel of a Volkswagen van.

Created in partnership with creative agency Bernbach and media agency PHD Media, the campaign champions the versatility of Volkswagen's “People movers" range, which includes the fully electric ID. Buzz and the Multivan, under the tagline "Fit more life in your life."

The work is the latest iteration of the brand’s "Let’s go for a drive" platform, which launched in 2024, and follows last year’s "Why the long car" campaign in tapping into Volkswagen’s classic advertising heritage.

As part of the campaign, two hero films directed by Justin McMillan via Clockwork feature charming product demonstrations that bring van life adventures to life. Whether transporting the family, hauling sporting gear, escaping to the beach, or making the most of a camping trip in the bush, the campaign speaks to drivers seeking a larger vehicle that doesn't force a trade-off between functionality and fun.

The "Fit more life in your life" campaign launches nationally this month with two hero films, supported by digital, social and large format out-of-home, with the videos bringing the message to life through the ID. Buzz and Multivan. The ID. Buzz offers an all-electric reimagining of the classic Kombi van, complete with easy-sliding doors, flexible seating, and a rainbow of colour options, while the Multivan is engineered for plans that grow, change, and occasionally get out of hand, featuring flexible seating for up to eight and the drivability of an SUV.

Volkswagen head of marketing and product, commercial vehicles, Michelle Rowney, said: “Our customers are looking for a vehicle that can adapt to whatever life throws at them. This campaign captures the versatility of the Volkswagen Van range in a way that feels human, relatable and inspiring. It’s about enabling people to say ‘yes’ to more of what matters.”

Bernbach creative director, Steve Hey, said: “Most people upsize to a People Mover to give them more space. And these vehicles have a boatload of it. But the real benefit of having more space is what you can do with it. And, of course, it doesn’t hurt when all that space comes wrapped in the unmistakable shape of an iconic Volkswagen van.”

MARKETING-INTERACTIVE has reached out to Volkswagen for more information. 

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The "Let's go for a drive" platform, launched in early 2024, marks a strategic shift for Volkswagen from highlighting specific vehicle features to celebrating the emotional joy of driving. Introduced with a film about a lighthouse keeper whose only chance to drive is a short trip to collect his mail, the platform has since served as a foundation for subsequent campaigns, including work for its electric vehicles, allowing the brand to build upon a core emotional truth while tailoring messages to different models.

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