The SUV segment has been telling the same old, cliché story for years. It’s all about adventures. Power. Masculinity. Superiority. What we haven’t seen are the honest, real-life advantages of SUVs. While status and design are important, our audience primarily needs

a car that gives them real and tangible everyday benefits. We decided to position The new Volkswagen Touareg, differently. It’s wide range of innovations, like the remote parking, make your everyday life more effortless.

Following Volkswagen’s recent effort to reaffirm its positioning as a lovebrand and revive the entertaining and unique storytelling style that the brand has been built upon, the film highlights the well-known struggle of squeezing into tight parking spots. Volkswagen Touareg’s latest film showcases the frustration faced by people attempting to navigate their way into extremely narrow parking spaces, often resulting in dirty clothes and torn outfits.

To convey the sense of repetition, routine and create a ramping tension to reach the story resolution, we looked closely into how Edgar Wright is able to generate this momentum, using fast zooms and cutting quickly through scenes to give an intensity to both action scenes and the day to day life of his characters.

We made use of the same editing technique as a tool to incite humour and communicate a lot more through a lot less within these fast cuts.

The Dry-Cleaning film performed extremely well, becoming Volkswagen’s most-watched film across all the brand’s official channels, with more than 4M organic views without any media spent on the first two weeks after launch, reaching more than 2M€ of earned media on the first 4 weeks and +90% positive comments and social media reactions across all platforms.