PoloDriver

Here’s the latest UK TV commercial for the Polo range. First aired last month, and focusing on how competitively priced and well-specced the car is against its rivals (therefore how good value it is), the 30-second spot uses classic, subtle humour to good effect. Part of the ‘Volkswagen value’ promotion, check out Volkswagen’s cool value-inspired website here.

Here’s some exclusive content for you on PoloDriver. Back in February we posted about the fifth-generation Polo’s ‘Expect Big Things’ TV commercial. Shot over three days in Cape Town in January for the car’s South African market launch, the typically hot and humid city was covered in snow, possibly for the first time. It was no ordinary snow, though; a fleet of five red Polos were towing snow-making machines, instantly covering everything with a dusting of the white stuff. The cars all end up on the top floor of a tall building, where the ‘Expect Big Things. New Polo.’ banner is unfurled.

A short time ago, we caught up with Matt Poolman, who works with MXFX Special Effects, the company that turned Cape Town into a winter paradise. Matt answered a few questions for us and explained what goes on behind the scenes at the shooting of a Polo TV commercial.

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Earlier in the week, we brought you details about the new advertising campaign for Volkswagen’s TEAM range of models, featuring Germany’s greatest footballing heroes. As well as print and online promotions, there’s also this TV spot, too, to tie-in with the 2010 World Cup tournament. Walter Fritz, Paul Breitner and Rudi Völler all appear in the 30-second commercial which largely focuses on the Polo. Available to order in Germany, the 1.2-litre 59bhp Polo TEAM kicks the whole range off and is priced from €14,525, topping out with the €19.350 1.6-litre 89bhp TDI with seven-speed DSG gearbox.

German Football legends Fritz Walter, Paul Breitner and Rudi Völler star in the latest advertising campaign for Volkswagen’s special edition TEAM models. In true Volkswagen special edition tradition, the extra-value family of Polo, Golf, Golf Plus, Scirocco and Tiguan TEAM models offer more kit for less money and what better way to promote football-associated models than with national heroes from the past?

Promotion for the TEAM models is now entering its second half and the legendary players from the 1954, 1974 and 1990 German world cup teams are now part of the campaign. ‘With this new campaign, we take off from all other football campaigns and continue to build up anticipation for the world championship. Together with our successful team special models and also Walter Fritz, Paul Breitner and Rudi Völler, we have the best team of all time,’ Werner Eichorn, Marketing Manager of Volkswagen Passenger Cars (Germany) enthuses.

The first phase of the ‘Legends’ promotion was the ‘Wintermärchens’ (‘Winter Fairy Tale’) campaign, which spread one idea across all forms of media. Based on the idea of celebration, the TV spots and print ads showed fans rejoicing with floats in street, celebrating Volkswagen’s ‘victory’ with the new TEAM models. With the new campaign, everyone can get involved and support the German World Cup entry (as well as the TEAM models) by ordering a personalised ‘TEAM 2010’ poster online. There will also be table-top football in Volkswagen Retailers across Germany, while the campaign will be rounded off with fan articles and public viewings of the Team models at selected locations.

Now that the marketing machine has swung into action, Volkswagen South Africa has aired the first new TV commercial for the entry-level Polo Vivo. Created by Ogilvy Cape Town and with ‘So much to celebrate,’ the 60-second spot plays on the feelgood factor of the car that Volkswagen wants to use to capture potential Polo Vivo owners. The company will be hoping that, like the on-screen bystanders in the spot, prospective Vivo drivers will be carried along by a wave of euphoria for its new baby…