Volkswagen UK has unveiled the latest chapter of its ‘YourVolkswagen’ brand platform, shining a spotlight on the authentic stories of real drivers and their enduring bond with the marque. Developed with adam&eveDDB London, the campaign takes a social-first approach, highlighting the powerful and personal connections that keep fans loyal to Volkswagen across generations.
The new series features five drivers, each with their own story of passion and dedication. Among them: Pritpal, a mechanic raised in a family of Volkswagen enthusiasts; Rob, a classic car restorer who owns one of the UK’s most iconic Polos; and Richard, an avid fan who has owned more than 50 Volkswagen cars throughout his life. Their testimonies, captured in short films and carousel imagery, bring to life the idea that Volkswagen is more than just a car—it’s part of people’s identity.
Shot by photographer and director Tom Cockram and produced by Omnicom Production, the content has been optimised for digital platforms, with 20-second and 10-second versions tailored to TikTok, Pinterest, Meta and beyond. Complementing the social-first push, the campaign will also appear in digital out-of-home formats across major UK cities, including Liverpool, Manchester, Birmingham and London, with prominent placements such as Storm Cromination in West London.
This marks the third phase of the ‘YourVolkswagen’ platform, first launched in May 2024. For Sarah Cox-Thornley, head of marketing at Volkswagen UK, the campaign demonstrates the brand’s unique ability to draw on its community: “With YourVolkswagen we continue to involve our customers and fans – our greatest assets – and work with them to create something that is truly unique and collaborative. These stories prove that Volkswagen is, and always will be, the people’s car.”
Sam Lecoeur, chief client officer at adam&eveDDB, added: “It’s been a pleasure to bring even more life to the platform, telling scroll-stopping stories about real Volkswagen drivers that are full of feeling.”
The campaign runs until 28 December 2025, celebrating not only Volkswagen’s storied past but also the living relationships that continue to shape its identity today.
