A new social-first campaign from Volkswagen shines a light on the real-life stories of Volkswagen drivers and uncovers the reasons why they love the iconic brand.

The ‘YourVolkswagen’ campaign has been created with the help of adam&eveDDB to uncover authentic brand stories and celebrate the enduring power of Volkswagen. By shining a spotlight on real drivers and sharing their experiences, the brand underlines its lasting position in culture.

The latest iteration of the campaign is made up of short-form, social films shot by photographer and director Tom Cockram and produced by Omnicom Production. They feature the personal stories of five drivers who are united by a long-term connection with Volkswagen.

The films feature the likes of Pritpal, Rob and Richard. Pritpal is a mechanic who has grown up with a love of Volkswagen in a family of enthusiasts. Rob works in classic car restoration and owns one of the most iconic colourful Polos in the country, while enthusiast Richard has owned more than 50 Volkswagen cars.

The social films see the drivers tell their true and authentic stories of why the cars mean so much to them, stirring up feelings of nostalgia and connection, proving the power of storytelling.

“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,” says Sarah Cox-Thornley, Head of Marketing at Volkswagen UK. 

She continues: “This is something that other brands simply can’t match. 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.”

The fan stories are optimised for social platforms and come in 20-second and 10-second versions, alongside a set of carousel images. The campaign will run across social platforms including TikTok, Pinterest and Meta, with the social work supported by national digital out of home which will run in cities such as Liverpool, Manchester, Birmingham and London. Media planning and buying was handled by PHD.

Adam&eveDDB partnered with agency Six Minutes to find drivers who had special long-term relationships with Volkswagen. 

Shining a spotlight on car owners and real-life brand love stories, Volkswagen shows with authenticity how building lasting relationships with consumers solidifies a brand's position in culture. The campaign brings to life the power of social storytelling.