It couldn’t help but jangle my emotions, as yes, I’m a dad with a daughter (now grown up). And coincidentally, she sometimes drives the old family VW. It may be a Golf, not a Polo, but it is red!
Very simply, the film shows a series of scenarios showing a father’s care for his growing daughter. All beautifully and convincingly observed. At the end, he gives her the keys to a new Polo as she leaves home for university.
‘Stay in safe hands’ says VW and I’m not arguing. This latest execution of the ‘Small but tough’ strategy is founded on solid product, brand and consumer truths.
You might recall the multi-award-winning print ad of the American cops crouching behind a Polo instead of the police black-and-white (shot by the hugely talented Paul Murphy). It deserved all its gongs.
However, I prefer the ‘Dad’ idea because it’s so emotionally rich and rewarding. And of course, TV is often, though not always, better at delivering this than print. Beautifully produced narrative, acting and music exploit the old goggle box’s advantages over other media.
Certainly this ad will be hard to follow. VW and their agency deserve every success with this campaign. Now, if you’ll excuse me, I might have to watch the ad again to catch my favourite bit - when the dad lends his jumper to the daughter. *Reviewer wells up.*
Simon S Kershaw is a creative consultant and a former creative director at Craik Jones