PERSPECTIVES REDEFINED The new all-electric ID.5
Premium used to mean heavy, exclusive, old-world. With the launch of the all-electric ID.5 and ID.5 GTX, we had to challenge that idea and give it a Volkswagen twist. We pushed for storytelling, but then came a long list of features — turning the launch film into the impossible task of making it interesting.
CLIENT: Volkswagen
Agency: DDB Berlin
My role: Concepting, copywriting, music & SFX, campaign execution.
Manifesto = Client + Features²
After long and friendly battles with our (truly lovely) client, we landed on a voice-over to explain the new concept of premium we wanted to communicate. Every line had to carry a feature, justify it, and make sure no value was “lost” along the way. Believe me, it was less about writing copy and more about solving an equation.
Teaser mechanics, redefined.
In the lead-up to launch, we teased the audience with countdown assets built around the number 5, each carrying the new premium look and feel. It was the first glimpse of the campaign’s redefined copy mechanic — and with expectations high for the next ID family model, the teasers drew strong traction and organic engagement.
Always digital first. Always endless assets.
Like every big launch, the ID.5 came with an infinite list of assets. Each feature, each format, each short “story” had to find its own way of being told, not just cut-downs from the main film. Using target group insights from Google, we built feature highlights designed to hit people where their interests were, driving leads to the campaign site and the car configurator.
How to dodge a bozo (and fail).
We also shot a TVC in Barcelona. It featured two corporate bozos hating on an electric car, and our Volkswagen target guy using the charging time as the perfect excuse to avoid their bozo plans (even though the car was already charged). Why it never aired? Let’s just say the head bozo at Volkswagen wasn’t a fan.
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