| Date | |
|---|---|
| Author | DCM |
| Categories | cinema |
Volkswagen UK has launched a new campaign to promote its long-standing support of independent cinemas throughout the UK.
The series of films, created by adam&eveDDB, sees the brand move away from its ‘See film differently” platform of the past few years, with the new line “Made for real life, not the movies”.
It comes from the simple observation that although Volkswagen cars may be great for the needs of everyday life, they wouldn’t be great cars to have in action movies, because of the safety technology they are equipped with.
Directed by Hollywood movie director Paul W.S. Anderson at MOB Films, the films - Bus, Chase and (Non) Explosion - each portray classic action movie storylines. However, rather than featuring the typical action movie cars, Volkswagen cars star at the centre of each film.
The drama quickly unravels, thanks to various safety features, turning the films from high-action and high-drama films, to anti-action films rather quickly.
The Volkswagen “Made for Real Life” campaign is part of a long standing deal brokered with Digital Cinema Media for all UK independent cinemas and is running in the Gold or Silver Spot position at over 290 sites on over 630 screens. The media was planned by MediaCom.
Joe Evea, Commercial Director, Digital Cinema Media said: “The VW “Made for real life, not the movies” campaign is an outstanding example of a brand making creative especially for the big screen. By doing so VW is successfully maximising the impact and emotional connectivity that cinema uniquely provides.”
Communications Manager at Volkswagen UK, Silke Anderson, said: “We challenged adam&eveDDB to make our cars the centre of our long running cinema idents, which they did and more. We’re sure that the public will like ‘Made for real life' as we much as we do.”