The Drum Awards for Marketing EMEA - Awards Show

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Agency: Deutsch LA
Client: Volkswagen
Date: Oct 2017
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The flower power era has returned for Volkswagen in its latest campaign, as has the automaker’s iconic Microbus. The new spot, however, isn’t promoting VW’s cars or buses – it’s showcasing its new warranty.

‘Rain’ is a brand play featuring its new ‘People First Warranty, and the spot aims to recapture the spirit of the music festivals of the 60s and celebrate the heritage of the brand. Highlighting the hippie favorite, the Microbus, VW is bringing viewers back to a time of love and harmony – and putting their drivers first.

In the 60-second spot a mid-60s bus is being driven by a young couple to the soundtrack of Joe Cocker’s iconic cover of “With a Little Help from My Friends.” They stop to pick up a couple of hitchhikers on the way to a Woodstock-style music festival. The era is obviously the late 60s and the festival is filled with hippie revelers, dancing and frolicking in their underwear. As the rain comes in, the couple invites as many people as can fit to take shelter in the bus. As the couple tries to leave the next day, the bus gets stuck in the mud, but there are plenty of people there to help push them on their way.

A voice-over states: “VW drivers have always put others first. Now, we’re returning the favor, with the People First Warranty.”


Agency: Deutsch LA

Client: Volkswagen