Volkswagen Polo and DDB believe in self-confidence.

To get this message across to an audience of young professionals, VW and DDB went a step further. In a new campaign, created with the typical VW sense of humour, a scene is played out that demonstrates how self-confidence behind the wheel also impacts daily life. This insight, leading to a series of creations in various media, all revolve around young urban professionals who suddenly feel very self-confident in their relationship with their CEO.

In a TV commercial we see a young worker who is visibly late for a meeting. From his Polo, he calls in to say that he will be a bit later, and asks his boss in the meantime to organise his coffee. In the radio commercial, we hear a young person talk confidently to their CEO, a feeling clearly nurtured by their confident driving style. The idea has also been adapted for outdoor events and later this month there will be a programme of online activation targeting young job applicants.

The goal is simple, bring a younger audience to the Polo and to the open days from 28 May to 6 June.