Volkswagen puts authenticity first in new social storytelling campaign

UK – Volkswagen has launched a social-first campaign, YourVolkswagen, spotlighting the authentic stories of real owners and their enduring connection to the brand. 

Created with adam&eveDDB, the campaign celebrates Volkswagen’s cultural legacy through short-form films by photographer and director Tom Cockram, produced by Omnicom Production. The series follows five drivers, each with a personal story: Pritpal, a mechanic raised in a family of car enthusiasts; Rob, a restorer who owns one of the UK’s most iconic colourful Polos; and Richard, a passionate collector who has owned more than 50 Volkswagens. 

‘With YourVolkswagen we continue to involve our customers and fans – our greatest assets – and work with them to create something truly unique and collaborative,’ said Sarah Cox-Thornley, head of marketing at Volkswagen UK. ‘The inspiring stories we have shone a spotlight on demonstrate how Volkswagen has always been and will always be, an inclusive brand and a love that lasts a lifetime – that’s why it is the people’s car.’ 

Optimised for TikTok, Pinterest and Meta, the campaign also extends to digital out-of-home in cities including London, Manchester and Birmingham. 

Explore our newly released macrotrend report New Codes of Value which examines how, in times of economic strain, brands must focus on care and connection to entice consumers.