In various episodes (which are now running on ITV, he tells the camera about his firm plan to get the tattoo of England’s 2018 world cup victory emblazoned on his left forearm, is shown wavering about having the tattoo repositioned, rejects the tattoist’s offer to leave the ‘2018’ inscription for England’s victory blank and ultimately stands firm by his choice, even if his voice is a bit hesitant…
But seeing as the campaign is all about confidence, how confident is VW that the message won’t backfire, should England’s cup dreams nosedive early in the tournament?
Glyn Butterworth, National Communications Manager at Volkswagen UK, told Avon Tuning: “We issued a real challenge to adam&eveDDB in this brief, namely how we land our Volkswagen SUV range through our established emotional Volkswagen storytelling approach but within sub-10 second idents.
“Thankfully they’ve risen to the challenge and we hope that the true consumer insight really engages football fans.” And he makes a prediction: “Do you know what… I think that it might just be our year!” -We wonder if he was talking about VW SUV sales, rather than England’s prospects?
Ben Priest, Founding Partner and Group Chief Creative Officer at adam&eveDDB, added: “There’s a fine line between confidence and over-confidence. Our hero is just the wrong side of that line!