Great brands address a cultural tension. The GTi, Volkswagen’s original hot hatch was being relaunched into a world of ride-pimping tuners who were needlessly spending boatloads of cash fixing up less-than-capable competitors. Our strategy was to shed some light on this errant behavior with a campaign featuring some quirky German Engineers who invited them to unpimp their rides and discover the thrill of German engineering. Auf wiedersehen, tuners.
Date Published: June 13, 2015
Client: Volkswagen GTi