Volkswagen highlights real fans in social-first campaign

Volkswagen has launched the next phase of its YourVolkswagen brand platform with a social-first campaign featuring real drivers and their personal connections to the marque. Created with adam&eveDDB London, the work celebrates the long-standing role of Volkswagen in the lives of its customers.

The campaign spotlights five drivers, each with a distinctive story. Among them is Pritpal, a mechanic raised in a family of Volkswagen enthusiasts; Rob, a classic car restorer who owns a well-known Polo; and Richard, who has owned more than 50 Volkswagen cars. Their stories are presented through short-form social films and carousel images designed specifically for platforms such as TikTok, Pinterest, and Meta.

Short-form storytelling across digital platforms

Shot by photographer and director Tom Cockram and produced by Omnicom Production, the campaign includes 20-second and 10-second versions of each film, optimised for mobile viewing. adam&eveDDB collaborated with Six Minutes to identify the drivers featured, while media planning and buying was managed by PHD.

The campaign will run until 28 December 2025, supported by national digital-out-of-home activity in Liverpool, Manchester, Birmingham, and London, including Storm Cromination in West London. This is the third iteration of the YourVolkswagen platform, which was introduced in May 2023.

Building on Volkswagen’s customer-first approach

Sarah Cox-Thornley, Head of Marketing, Volkswagen UK: "With YourVolkswagen we continue to involve our customers and fans – our greatest assets – and work with them to create something that we feel is truly unique and collaborative. The many inspiring stories we have shone a spotlight on so far demonstrate how Volkswagen has always been, and will always be, an inclusive brand, and a love that lasts a lifetime – that’s why it is the people’s car."

Sam Lecoeur, Chief Client Officer, adam&eveDDB: "It’s been an absolute pleasure to inject even more life into the brand platform; working with our social platform partners, to tell scroll-stopping stories about real Volkswagen drivers that are full of feeling."