Campaign: Kids’ Dreams
Brand: Volkswagen
Agency: Grabarz & Partner
Why the campaign rocks:
‘Kids’ Dreams’ was released years ago and yet continues to create an impact. It is a rare example of advertising that goes beyond selling your product. It features some of the world’s most exotic supercars too.
The insight was simple and yet very profound. As kids, everyone has dreamed of owning the fastest of supercars when they grow up. Many kids even create toy collections based on what they aspire to own someday. However, as kids grow, those dreams evolve. What stays back is something that you may or may not have dreamed about.
Through the ad, Volkswagen isn’t positioning the Golf as an aspirational car but one that is safe and makes sure we never stop dreaming. It showcases the Golf as the car that stays with us. The brand’s bravery and honesty is a highlight. The brand does not shy away from including other brands in its storytelling, which is filled with nostalgia and childhood fantasies.
The ad ends with “We make the future real” reinforcing that Volkswagen’s Golf keeps dreams alive, given its driver assistance system that helps avoid accidents.