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The effect of g-force on pizza: The new Golf GTD campaign

Focus: Low consumption combined with maximum driving pleasure

Volkswagen's advertising campaign for the new Golf GTD, which is currently making its market debut, puts the sporty compact in an emotional setting. The web special, print and out-of-home motifs as well as the five viral spots focus on efficient fuel consumption combined with maximum driving pleasure. The GTD campaign is being rolled out in Germany, Norway, Sweden, Spain and France.

The campaign's five different 20-second viral spots, all taking a tongue-in-cheek look at the powerful acceleration capability of the new model, demonstrate the wisdom of foregoing the enjoyment of ice cream, pizza or chewing gum in the new Golf GTD. The spots are being broadcast on the Internet and via social media.

The online section of the new production also focuses on the theme of acceleration: In collaboration with the creative agency, Volkswagen has developed humorous motifs along the lines of in-flight safety demonstrations to assist GTD drivers in getting ready for a journey. The GTD web special is available from www.volkswagen.com/golf-gtd-en.

The print motifs contain emotional messages, for example about the endorphins that kick in even when the driver is simply filling the tank, or describing how this kind of acceleration is normally only authorized by air traffic control. The motto of the images in the ads and billboards is high performance, and they create the impression of extreme acceleration using tunnel-effect, high-speed photos of the Golf GTD. The campaign has been realized by DDB Tribal Berlin and DDB Red Urban Canada.