PoloDriver

Two world champion Tango dancers, reams of fake tattoos, one Volkswagen Polo and a wire brush. They’re just some of the ingredients of the new Polo TV commercial, currently airing in the UK. The new advert seems to be getting positive responses from user of Facebook, which proves that Volkswagen’s choice of an online social media marketing campaign to promote the commercial could be the right one. Since our first post about the 60-second spot’s debut on 10 November, we’ve learnt that the ad is called ‘Last Tango In Compton’ and was directed by supremo commercial director Jonathan Glazer.

With quite a track record, having made easily recognisable campaigns for Guiness (‘Surfers’), Sony (‘Paint’) and Levi’s (Odyssey), Glazer has actually shot a Polo commercial before, working on 1998’s ‘Protection‘ series of TV spots. Shot in North London, ‘Last Tango in Compton’ features Gasper Godoy and Manuella Rossi dancing a commissioned piece by one of the world’s foremost choreographers with a setup of over 20 different cameras simultaneously following their moves. Volkswagen UK plan to release behind the scenes footage, and above is the first film. Watch through to 03:39 for the commercial itself; more details and photos can be seen on Volkswagen UK’s Polo Facebook campaign page.

Volkswagen Polo ‘Last Tango In Compton’ TV campaign credits
Project Name: Volkswagen Polo
TVC: Last Tango in Compton
Client: Sarah Clayton-Jones, Nigel Brotherton and Rod Mcleod, Volkswagen UK
Creative Agency: DDB UK
Executive Creative Director: Jeremy Craigen
Copywriter: Dave Henderson
Art Director: Richard Denney
Account Planner: Leo Rayman and Tom Lloyd
Production Company: Academy Films
Director: Jonathan Glazer
Director of Photography: Dan Landin
Agency TV Producer: Sarah Browell and Lucinda Ker
Producer: Ben Link
Media Agency: MediaCom
Media Planner: Louise Pastou, Emma Franklin
Account Team: Jonathan Hill, Paul Billingsley, Matt Delahunty and Harriet Bates
Sound Design: Soundtree/Wave
Editor: Paul Watts, The Quarry
VFX Supervision and Post production: One of Us Studios

It’s Polos to the double in the latest issue of Volkswagen Driver magazine. The latest version of the eco-minded Polo BlueMotion 1.2 TDI is put through its paces in a 6-page road test, while the 4-page model profile centres on the 2006-2010 1.8T-powered Polo GTI 9N3 (0-62mph in 8.2 seconds, top speed of 134mph). The GTI profile also features information on the Polo GTI Cup Edition, which boasted 178bhp – 30 up on the standard car – and was only available in European markets.The December 2010 issue of Volkswagen Driver magazine is on sale now or can be ordered via the Autometrix Publications website.

The drip feed is over. Volkswagen UK has been using Facebook as a platform to drum up interest in its new advertising campaign for the Polo. It’s been releasing tiny details over several days this week, up to the 60-second commercial’s debut on TV last night. Soundtracked to Don’t Stop by Roc C, it shows two world championship tango dancers – Manuela Rossi and Gaspar Godoy – interpreting a brutal if graceful version of the traditional South American dance. Like Volkswagen International’s Fast Lane campaign for the Polo GTI, the social media promotion seems to work well. Is the commercial any good? See it for yourself by clicking on the video above, and find out more about the dancers and also how the ad was created by visiting Volkswagen UK’s ‘Tough. Beautiful. Polo.’ Facebook page.

UK new car registrations continued their downward slide in October, according to the latest batch of figures released by the Society of Motor Manufacturers and Traders (SMMT). The market is down 22.2% compared with last year; the steepest decline since May 2009. And while the Polo may be conspicuous by its absence from the monthly list of UK top 10 best-sellers, it still sold a considerable 2082 units last month. The baby VW still also stands firm when figures are calculated for the year-to-date, charting in sixth place with 38,372 units sold. The Ford Fiesta is once again the top-selling supermini, with 6024 cars sold in October 2010, while the Polo’s larger sibling, the Volkswagen Golf takes the runner-up place on the podium, with 5230 vehicles finding UK homes. The UK’s top 10 best-selling cars (number of units sold) for 2010 year-to-date are as follows:

1 Ford Fiesta: 91,965
2 Vauxhall Astra: 70, 576
3 Vauxhall Corsa: 68,970
4 Ford Focus: 68,436
5 Volkswagen Golf: 49,629
6 Volkswagen Polo: 38,372
7 Peugeot 207: 36,970
8 BMW 3 Series: 35, 653
9 Mini: 35,162
10 Nissan Qashqai: 33,652

Despite the new Polo GTI only just ramping up to production levels, German tuner ABT Sportsline has announced power upgrades for the 178bhp 1.4-litre engine, along with similar packages available for the Polo’s 1.2-litre TSI and 1.6 TDI units. Outputs jump quite considerably, with the 1.4 TSI boosted to a Series 6 Golf GTI-rivalling 208bhp; its smaller 1.2 sibling sees a similar increase from 104 to 124bhp. The 1.6 TDI boost is available on both the 89 and 104bhp engines (the latter not sold in the UK), taking them to 115 and 129bhp respectively. Faster pull away, more torque, more engine power and improved acceleration are also key benefits of ABT’s engine upgrades.

The Bavarian company claims that fuel consumption is unchanged on all the small engine power boosts, too, and that the chip upgrades are long-lasting, reliable and fully compatible with everyday use. Of course, the upgrades aren’t just limited to the Polo; any Volkswagen group car which has one fitted can benefit. ABT Sportline also offers cosmetic, exhaust and suspension upgrades for the 6R Polo. A carbon look rear spoiler and double-pipe exhaust add bold styling flourishes, while the titanium-coloured ‘Type Z’ 18-inch ABT alloy rims offer further visual enhancement. Visit the ABT Sportline website for more information and prices on the company’s engine upgrades and tuning parts for the new Polo.