Volkswagen: advert-body-3 by Adam&Eve/DDB

Volkswagen has launched an international campaign for its new T-Roc SUV car.

The campaign, ‘Born Confident’, created by Adam&Eve/DDB in London and DDB Berlin/Hamburg, tells the story of a young ram, who is born with thick black fur and the horns of a fully grown ram. From day one, the ram exudes confidence, leading his herd of sheep, standing up to a sheep dog, the farmer, and an intimidating bull.

But when the ram encounters the new Volkswagen T-Roc, he realises that he has finally met his match. Directed by Somesuch’s Nick Gordon, the TV ad launches the campaign, which will then extend into print and out of home.

A microsite will feature all the campaign elements, including four online films, while a social media campaign provides image and video content targeted specifically at the T-Roc’s core audience.

The self-assured young ram was brought to life by MPC Life. Using in-house software developed for photo-real creature work, MPC's Life team mastered the tricky balance of crafting a charming photo-real character – the brilliantly bold little ram ready to take on the world - without slipping into cartoon-like animation.

The campaign will roll out across Europe by the end of 2017.