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Volkswagen launches new Tiguan campaign

“It feels good to know you could” – this is the message of the advertising campaign for the new Tiguan. The TV commercial is in the same tradition as recent Volkswagen campaigns. With a slightly tongue-in-the-cheek approach, the short film promotes the off-road properties of the new SUV, which also puts up a good show on the road. For the market launch, the Tiguan commercial “Girls” is to be shown on German TV for the first time today. This will also be the start of the entire campaign, including printed advertisements, posters and a special website. The new Tiguan is to be promoted in this way in a number of European markets. “Our objective is to give the Tiguan a younger and cooler position without sacrificing its high-quality image,” explains Luca de Meo, Head of Group Marketing and Head of Marketing, Volkswagen Passenger Cars.

  • TV commercial makes its debut in Germany today
  • Message: “It feels good to know you could”
  • Market launch campaign to run throughout Europe

The commercial was filmed for four days in the centre of Los Angeles. An area closed to the public near to the Californian metropolis was used for the off-road sequences. Actor Tom Astor himself played some of the driving scenes while others were shot with a stuntman. The soundtrack features “Road Song” by Flaming Wheels.

Immediately after the commercial had been filmed, the photo shoots for the printed advertisements and posters took place in the desert around Tekopa Springs and on Rodeo Drive in Beverly Hills. The advertisement and poster motifs are based on visual imagery new to Volkswagen and also feature the motto “It feels good to know you could”. The start of the campaign coincides with the market launch of the new Tiguan. From today, the Touareg’s smaller sibling will appear in dealers’ showrooms. Like its predecessor, the new Tiguan is the only SUV in its class that is available in versions tailored for on-road use or especially for off-road driving. The two models are distinguished by different front ends. Both models feature greater independence, higher dynamics and more precise styling.

The Tiguan is one of Volkswagen’s most popular models throughout the world The highest-volume markets are Europe, Russia, the USA, China, Brazil and Australia. All in all, some 700,000 Tiguans have been sold since the fall of 2007.

The “Girls” commercial

Length: 45 seconds (to be followed by a 30-second version later)
Creative agency: DDB, Berlin
Actors: Tom Astor, Monica Gambee, Lori Lively and Kelly Sullivan
Director: Marius Holst
Camera: Stefan Austmeyer
Production company: Soup Film, Berlin
Location: Los Angeles, California/USA
Music: “Road Song” by Flaming Wheels
Motifs: Six in all
Creative agency: DDB, Berlin
Photographer: Uwe Düttmann, Hamburg
Post-production: Elisabeth Winter, Hamburg

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