The new ad campaign, which launches the VW Tiguan car, is based on research in Australia, which found that 79% of drivers in the country have some sort of anxiety while driving. Parallel parking is the most horrible, with 59% of respondents saying they feared performing the maneuver.
Other fears include navigating giant roundabouts or merging on highways. The campaign aims to show how the Tiguan can help solve these problems through IQ Drive, its intelligent driver assistance system. He does so in a striking way, commissioning Canadian poster artist Matt Ryan Tobin – who has worked with Disney, Marvel, Warner Brothers and more – to create a series of horror movie-style posters.
The campaign message will be familiar to drivers around the world, even if they don’t always choose to admit their fears. “We’re not afraid to drive,” say DDB Sydney Creative Directors Tim Woolford and Tommy Cehak. “Even if parallel parking makes us anxious. In fact, the merger is nerve-racking… and we guess people are pretty distracted by their phones these days, so that’s a worry…. “
The poster campaign is also supported by a film, directed by Bruce Hunt of Revolver. The integrated campaign is part of the ‘Life Feels Better in a Volkswagen’ platform and is broadcast on TV, online, OOH, radio and social media.
Agency: DDB Sydney
CCO: Ben Welsh
DPE: Matt Chandler
Creative Directors: Tommy Cehak, Tim Woolford
Creatives: Tom Lawrence, Sam Raftl
Production company: Revolver
Director: Bruce Hunt
Poster Illustrator: Matt Ryan Tobin