Volkswagen has taken a refreshingly different path with their latest advertising campaign. Created by Jung von Matt Hamburg, the new ads borrow from the nature documentary style made famous by David Attenborough, marking a clear departure from typical automotive marketing approaches.
I’ve watched countless car commercials over the years, and most follow a predictable formula: sleek vehicles driving on empty mountain roads or through urban landscapes, with dramatic music and technical specifications flashing across the screen. This campaign throws that tired playbook out the window.
Why This Approach Stands Out
What makes this campaign truly noteworthy is its willingness to step outside industry conventions. By adopting a nature documentary style, Volkswagen creates a fresh perspective that immediately captures attention in an oversaturated market.
The Attenborough-inspired approach isn’t just different for the sake of being different. It serves a strategic purpose by:
- Creating immediate recognition through familiar documentary styling
- Establishing an emotional connection rather than focusing solely on vehicle specs
- Positioning the car as part of a larger ecosystem rather than an isolated product
This strategy shows remarkable confidence from both the brand and agency. They’re willing to risk breaking from industry norms when most competitors cling to safe, proven formulas.
The Risk of Being Different
Taking this path isn’t without challenges. Car buyers expect certain information in automotive advertising, and straying too far from these expectations could potentially confuse or alienate some consumers.
However, in my view, the greater risk today lies in being forgettable. In a market where consumers are bombarded with similar-looking car ads, being distinctive matters more than following convention.
Jung von Matt Hamburg deserves credit for convincing a major automotive brand to take this creative leap. It’s not easy to persuade clients to abandon industry norms, especially in a sector as traditional as automotive.
What Other Brands Can Learn
The lesson here extends beyond the automotive industry. Any brand competing in a crowded market should consider:
- How industry conventions might be limiting creative potential
- What unexpected cultural references might create fresh connections
- Where competitors are all doing the same thing, creating opportunity for differentiation
Sometimes the most effective way to stand out isn’t through louder messaging or bigger budgets, but through a completely different approach to storytelling.
The campaign also demonstrates the value of borrowing techniques from other genres. By looking outside their own category for inspiration, Volkswagen and Jung von Matt found a way to make car advertising feel new again.
We often talk about innovation in products, but this campaign shows that innovation in how we communicate about products can be just as important. Sometimes the medium truly is the message.
As advertising continues to evolve, I expect we’ll see more brands willing to break from their industry’s creative conventions. Those who do it well, like Volkswagen has here, will gain a significant advantage in consumer attention and brand distinctiveness.
