Volkswagen Australia is inviting drivers to rediscover the joy of driving with its new campaign, Batteries Included, developed in partnership with DDB Group Sydney. Launching this week, the campaign marks a milestone in the brand’s local transition to electric mobility, blending the emotional thrill of childhood with the innovation of electric vehicles.
In a crowded EV market filled with unfamiliar brands and tech-heavy messaging, Volkswagen is leaning on what has always set it apart: emotion, trust, and timeless design. The campaign introduces three new models — the ID.4 Pro, ID.5 GTX, and the nostalgic ID. Buzz — wrapped in a film that taps into cherished childhood memories like putt putt golf, fireworks, pony rides, local pizza joints, and water parks.
“Batteries Included is about awakening your inner child,” said Jenny Mak, creative partner at DDB Group Sydney. “In a super competitive EV landscape, we knew we had to do something different. This campaign speaks on a deeply human level.”
Backed by the beloved Australian song When I Grow Up by Patsy Biscoe, the campaign’s hero film closes with the line: “When was the last time you let your inner child drive?” It sets a light-hearted, emotional tone that distinguishes it from the high-octane, action-driven style of many automotive ads.
The launch kicks off with the national premiere of the hero film, followed by a wider rollout across digital, social, and out-of-home platforms beginning July 6. The campaign also signals Volkswagen’s formal entry into the Australian electric vehicle space with three models designed to meet a variety of needs — from the sporty ID.5 GTX to the seven-seater ID. Buzz.
“This is chapter two for the Volkswagen brand in Australia,” said Bianca Botma, head of marketing and brand for Volkswagen Passenger Vehicles. “It’s about innovation, emotion, and reconnecting Australians with the joy of driving — now powered by electricity.”
Creative directors Tom Lawrence and Sam Raftl emphasized the power of stillness in an otherwise noisy ad environment. “We didn’t want to show cars racing through city streets. Instead, we created space for people to feel something,” said Lawrence. “It’s a quiet, refreshing moment — a true pause in the ad break.”
As Volkswagen makes its electric debut down under, Batteries Included signals a bold yet heartwarming start — one that blends playfulness, nostalgia, and purpose for a new generation of drivers.
