Volkswagen Commercial Vehicles launches ad campaign for Crafter van
Volkswagen Commercial Vehicles has launched a nationwide ad campaign created by iris to promote its new Crafter van.
The campaign, which launched this week, includes a 30 second radio ad narrated by Ray Winstone and digital and print elements featuring an angry fuel pump character created by Aardman Animations.
The work aims to position the new Crafter as the most fuel-efficient van in the large van category.
Shaun McIlrath, executive creative director at iris, said: “The new Crafter is the most fuel efficient big van in Britain and the campaign playfully makes the point that only petrol pumps are likely to be unhappy about its arrival.”
Along with the radio ad the campaign includes print ads in national tabloids, van press and business verticals. There is also website content and online ads including homepage takeovers on The Mirror and The Sun Football and point of sale in Volkswagen Van Centres.
Mark Hopkins, head of marketing at Volkswagen Commercial Vehicles, said: "This campaign communicates a very strong, clear and relevant message through key media channels."