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BMP DDB is launching a national cinema campaign presenting the

Volkswagen Bora V6 4MOTION car as a powerful and refined drive.

The spot, which aims to use style and humour to give the Bora a

personality, features the marque performing well in difficult conditions

such as frost, snow and rain.

The car is portrayed as handling so well that it lulls the various

drivers into a false sense of security, making them believe they will

also have such good control when they venture out of the car into the

adverse conditions. In one vignette we see a man rushing out of his Bora

into the snow, only to slip over. His briefcase flies open and papers

fly everywhere.

The work builds on the previous "any excuse" campaign which featured a

spot showing a scruffy male student hitchhiker holding a sign to

Penzance.

Pleased when the driver of a silver Bora slows down and offers him a

lift, his smile soon fades when he turns round to spot two other

hitchhikers holding signs saying Norwich and Edinburgh, staring glumly

at him from the back of the car.

A previous spot, written by John Webster, featured a wayward son in

America, returning home to visit his mother. Her quizzical expression

shows that such visits are not regular occurances, and it becomes clear

that he was only looking for an excuse to go for a drive.

David George, Volkswagen's communications manager for large cars, said:

"This ad communicates the performance capabilities of the Bora V6

4MOTION with classic Volkswagen wit."

Chris Brown, VW's account director at BMP, added: "We needed to raise

awareness of the Bora in this competitive sector, while reinforcing the

performance of the car."

Amber Casey, a writer and art director at BMP, added: "It's a really

simple idea that's typically understated, but also fun."

The campaign was written and art directed by Casey and Dan Hubert. It

was directed by Rob Sanders through HLA. Media planning and buying is

through MediaCom.