THE SECOND SPEECH

ClientVOLKSWAGEN UK
Category D04. Brand / Product Video
TitleTHE SECOND SPEECH
Product/ServiceVOLKSWAGEN UK SUV
Entrant adam&eveDDB London, UNITED KINGDOM
Idea Creation adam&eveDDB London, UNITED KINGDOM
Media Placement PHD London, UNITED KINGDOM
Production OUTSIDER London, UNITED KINGDOM
Production 2 750MPH London, UNITED KINGDOM
Production 3 TENTHREE EDITING London, UNITED KINGDOM
Production 4 FREEFOLK London, UNITED KINGDOM
Credits
Name Company Position
Ben Priest adam&eveDDB Group Chief Creative Officer
Ben Tollett adam&eveDDB Group Executive Creative Director
Richard Brim adam&eveDDB Chief Creative Officer
Jonas Roth adam&eveDDB Creative
Rasmus Smith Bech adam&eveDDB Creative
Matt Harris adam&eveDDB Account Director
Suzy MacGregor adam&eveDDB Agency Producer
Sohail Bhatia adam&eveDDB Planner
Michael Bensley PHD Media Planner
Max Fisher Outsider Director
Jeremy Bannister Outsider Producer
Cheryl Pane Freefolk Post Producer
Sam Robson 750MPH Recording Engineer
Rebecca Luff Tenthree Editor

The Campaign

Not everyone is naturally confident and there are many situations in life where ones confidence is tested beyond the norm, be it in an interview, giving a presentation or perhaps a best man’s speech. However in the tall, powerful and safe Volkswagen Tiguan confidence is assured.

Creative Execution

On the 13th April 2017 Jorden Oldham was the Best Man at his best friend’s wedding. However, his speech went wrong. Badly wrong. He froze and was eventually forced to ask an usher to read out his speech for him. As part of their new 'Confidence' content series, Jorden was tracked down by Volkswagen. We put him behind the wheel of a new Tiguan, reunited him with the disgruntled bride and groom and gave him the opportunity to make a Second Speech.

The advert has had 2.52m views so far and climbing every minute. The concern from the client was that the length of the film would put off an audience with an ever-decreasing attention span, but the average view duration for the advert is 2 minutes 8 seconds, showing that this is an engaging piece of content. It is too early in the campaign to understand the impact from a business perspective, but the early signs would suggest that driving awareness of Tiguan and a clear takeout that Volkswagen SUVs make you feel confident will both perform well.

Our research looked into why people choose SUVs over their saloon or hatchback counterparts, in reality the equivalent SUV doesn’t give you that much more space. The answer is not a rational one about space, but a desire to feel safe, to feel confident when you’re on the road. Our strategy was to create a piece of work that showed how confident someone can feel behind the wheel of a Volkswagen SUV, in this case the Tiguan. We targeted in market considerers, those likely to want a SUV, using optimized creative for all platforms we were present on. Portrait formats with subtitles for social and different versions of the film depending on when you came from.