Weaving the new Volkswagen Golf, Martin and Roman Kemp and iconic ITV programme brands together has resulted in an engaging, innovative and powerful campaignMark Trinder, Director of Commercial Sales & Partnerships at ITV
Omnicom Media Group’s branded content and creative agency DRUM has created a new three-and-a-half-minute ad break take over in partnership with ITV, to promote the launch of the new Volkswagen Golf 8, on Saturday 6th June.
DRUM engaged the famous family duo, the Kemps for a ‘A Drive down ITV Lane’. Roman takes his dad Martin to ITV studios in his all-new all-digital Golf 8, we see them journey through some of ITV’s most beloved shows. Their magical tour via the famous cobbles of Coronation Street, an unexpected encounter with Chloe Sims on TOWIE’s famous Brentwood Highstreet and a detour through the jungle.
The partnership, creative and talent negotiation has been managed by DRUM, with the media strategy and execution handled by PHD UK.
"The Golf has been with us for almost five decades, and has long been the benchmark in its class. This latest eighth-generation Golf blends the familiar qualities and appeal of the old car but with cutting-edge technology and the highest levels of connectivity. Martin and Roman Kemp demonstrate just a few of these features in the advert such as the natural voice control and mobile key. The Golf is unquestionably an icon, so how better to celebrate it than a road trip down some of ITV’s most iconic streets, and even a jungle!" - Glyn Butterworth, National Communications Manager at Volkswagen UK
The film has been directed by TV comedy Director Jennifer Sheridan and is co-produced by DRUM and Park Village. The full ad break takeover will debut during Alan Carr’s Epic Gameshow on 6th June.
The campaign will also feature cutdown teasers of the film on ITV to help drive awareness of Volkswagen’s takeover, TV edits that will broadcast after the takeover, and social content will promoted by Volkswagen as well on the talent’s own channels.
The dynamic between Roman and his Dad Martin is priceless and it was a lot of fun travelling through all the different ITV locations, hearing their stories and showing of the tech in the new car in such a playful way.Claire Baker, Creative Director at DRUM