Volkswagen brings back the Sunday drive

A new campaign from the carco urges consumers to drive for pleasure.

A family ritual in the ’50s and ’60s, the Sunday drive has been missing a “cool factor” of late. Volkswagen wants to change that.
Its newest campaign for the Golf, promoting the GTI and Wagon models, is looking to reignite the emotional connection with the old-school pastime, reminding people of the fun that can be had. The effort was developed by Red Urban in Toronto in collaboration with Montreal-based Palm + Havas. It’s Red Urban’s first work as lead agency for brand creative for VW, which is the first client it signed when it opened for business north of the border.
“It’s the idea that people have actually forgotten to drive for pleasure,” says Christina Yu, EVP, CD, Red Urban, of the campaign. “VW has always been known for the fun of the drive. We really wanted to bring back that spark.”
Asking the viewer, “What happened to the Sunday drive?” the creative consists of 60- and 30-second spots that depict people out and about in their Golfs, driving with no destination in mind, enjoying the discoveries they make along the way. Four-page print spreads in national newspapers, radio spots and an interactive, simulated Sunday drive microsite (VWsundaydrive.ca), do more to inspire drivers to get out behind the wheel. A social media component encourages them to post and share tales about their Sunday drive experiences.
“Our strategy is consistent from model to model,” says Bruce Rosen, director, marketing and communications, Volkswagen Canada. “We always want to make sure that the car is the star, but in a way that encompasses a bit more of a human element.”
The campaign, which launched last month, will carry through until September.

agency: Red Urban Canada
creative director: Christina Yu
art directors: Joel Pylypiw, John Thai, Christina Yu
writer: Jon Murray
integrated producer: David Isaac
head of client services: Matt Shoom-Kirsh
account supervisors: Caroline Kilgour, Nicole Milette
account executive: Andrea Hull
production company: Untitled Films
director: Mark Gilbert
production producer: Tom Evelyn
editorial house: Rooster
editor: Paul Jutras
music house: Six Degrees
web developer: Heung Lee
web animation: Alchemy
photographer: Sean J. Sprague