It's heaven inside a Polo, says VW
LONDON - The new UK commercial for the VW Polo, created by BMP DDB, aims to persuade viewers that being inside the car is like a little piece of heaven.
The advertisement features footage of traffic jams, burst water mains and car crashes. A driver sits back in his Polo with the voiceover saying: 'I pray - let this moment last forever.'
BMP DDB account planner Matt Willifer said: 'Previous advertising has highlighted the Polo's solidity and sturdiness, but this time we've concentrated on the car's improved interior.'
Contrapunto wins Smart business
MADRID - DaimlerChrysler has chosen local agency Contrapunto to handle its A5 million business for Smart. The appointment follows a five-way pitch including Saatchi & Saatchi, Delvico, Publicis and the incumbent, Creatividad A&MV, which until now was responsible for adapting work by Smart's European agency, WHS, Switzerland. Smart has enjoyed buoyant sales in Spain, helped by the publicity stir after King Juan Carlos I gave his wife, Queen Sofia, a Smart for her birthday.
Skoda bids to lose old UK image
LONDON - Skoda is attempting to boost its image in the UK with a new 6 million (A9.6 million) television and print advertising campaign. Fallon McElligott won the 10 million Skoda account at the end of last year and will help promote the new Fabia supermini.
The campaign is expected to acknowledge the disparity between the quality of Skoda's products and the UK public's perception of the marque. Rob Tracey, head of Skoda UK, said: 'This is an important landmark for us. It will mark the end of the old image and help move us forward.'
Olympic role for fuel cell Zafira
ADELAIDE, Australia - An environmentally friendly vehicle developed by General Motors will be used to pace the runners in the marathon at the Sydney Olympics.
The car is part of GM's Australian subsidiary's sponsorship of the 2000 Games.
GM President Rick Wagoner launched the car, a fuel cell version of the Zafira compact minivan, at the Geneva auto show.
Subaru targets gays in USA
NEW YORK - Tennis star Martina Navratilova has been recruited by Subaru of America Inc. to appear in the company's new television and print advertisements. The campaign is designed to broaden Subaru's appeal to include gay consumers. Subaru has also developed advertisements featuring drag queen RuPaul, singer Elton John and champion mountain biker Missy Giove.
All stories courtesy Advertising Age
