Agency: DDB, Stockholm
Art Director: Simon Higby
Copywriter: Martin Lundgren “Tiguan. With pulling power that makes everything feel light.”
Illustrator: Niklas Andersson

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: The Tiguan may be small, but it has more than enough power my lifestyle demands without sacrificing drive-ability.
2. Affective: Freedom. Fun. Active. With the Tiguan I have the compact sportiness for my city drives but the raw power to do what I want out of the city. Either way, I’m going to enjoy the drive.
3. Conative: Engage viewers with the VW lifestyle and encourage the viewer to research the vehicle by going to vw.com/tiguan.

Positioning
Compact and sporty, the Tiguan is an urban dwellers vehicle for staying active and enjoying a good drive. And with enough power to support the young professionals lifestyle, the driver doesn’t need to sacrifice handling while out on their adventures away from the city.

Consumer Promise
The Volkswagen Tiguan is fun to drive while towing your toys.

ADDITIONAL EXECUTION

1. Visual: Front 3/4 shot of a white Tiguan while it launches a pair of jet skis down a boat ramp. The jet skis are made of different colored balloons.
2. Copy: Tiguan. With pulling power that makes everything feel light.