Developed by AlmapBBDO, the campaign carries the Novo Polo motto. The new volks of your life
One of the most emblematic cars in the Brazilian automotive market, the Gol will have its retirement decreed by AlmapBBDO next time. The farewell campaign, developed by the agency, counts on the participation of athletes Fred and Gio Queiroz, who star in a friendly match between Gol and Novo Polo.
Launched in 1980, the Gol was the market’s bet to replace the Beetle, previously considered the highlight with more than three million vehicles sold in the country. Throughout its history, it has remained the sales leader for 27 years, reaching more than 8 million units produced.
Under the motto Novo Polo. The new volks of your life, the campaign brings a more exciting film with the participation of the centre-forward, a former player of the Brazilian football team, scheduled to retire at the end of this year, Fred and, the current Arsenal striker, on loan to Everton, Gio Queiroz.
Each of the players is responsible for driving one of the vehicles, and the separation was between the newly retired against the new promises of football and the car sector.
Other goodbyes
Gol will not be the first car to have a farewell campaign. The first of them, the Kombi officially said ‘goodbye’ in 2014, with a ‘will’ honoring its owners and repaying the affection received throughout their lives.
Who also said goodbye was the Beetle and, more recently, the Fiat Uno. In the latter’s campaign, Leo Burnett Tailor Made was responsible for the film that features the Uno saying goodbye to the Brazilian public, which made it one of the brand’s best-selling cars in Latin America.
