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Volkswagen gets nostalgic in first campaign since emissions scandal

Volkswagen (VW) is launching its first pan-European campaign since the damming emissions scandal in the hope that a little nostalgia can rebuild trust in the brand.

The advert shows a young boy in the back seat of a original VW Beetle, as he looks out of the window he sees an older version of himself in a newer VW car. This continues through the years, showing him start a family of his own, before ending on the son of the original boy cuddling the same worn out teddy bear and looking out the window of a new VW car.

It plays out to an upbeat song ‘I’ll Be Your Home’ by Phillip LaRue before ending on the tagline; Then. Now. Always

The brand is hoping the campaign will remind customers why the brand has, until recently, been seen as a “lifelong companion”.

VW has suffered amid the biggest scandal in its 78-year history following the revelation that it used software to deceive US regulators measuring toxic emissions in some of its diesel cars.

Despite its chief executive stepping down and issuing a number of apologies, including a press campaign, Volkswagen was named one of the ‘most hated’ brands on the planet according to a recent study by tracking agency Sigwatch.

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Jennifer Faull

The Drum senior reporter Jen Faull provides news and insight on the latest developments in retail and FMCG.

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