New commercial combines passion for country music with the efficiency of Volkswagen Meteor trucks.
The new campaign of Volkswagen Trucks and Buses is focused on agribusiness and combines what drives the sector, both the VW Meteor family of extra-heavy vehicles and the preferred musical style of its professionals. In this way, the brand promotes the unprecedented studio recording of one of singer Luan Santana’s hits to crown the VW Meteor line, launched in 2020, and which has been winning over the Brazilian public with more than 12 thousand vehicles sold.
Known for its highly engaging strategies with its transport customers, such as the Heavy Cargo series recorded with the brand’s trucks, the automaker is now going further and launching its biggest campaign for the brand’s extra-heavy vehicles.
“Four years ago, we launched the largest Volkswagen vehicles in the world with the robustness, efficiency and productivity that are hallmarks of Volkswagen Trucks and Buses, a favorite of Brazilian transporters, just as Luan Santana represents one of Brazil’s passions for country music. Since then, due to the similarity of the names, there has always been this almost natural association, which has now culminated in a great partnership that will move the market,” highlights Ricardo Alouche, Vice President of Sales, Marketing and After-Sales at Volkswagen Trucks and Buses.
With the creation of AlmapBBDOthe 60-second film is a great call for the automaker’s exclusive line. While singing the original song, the truck’s differentials stand out on the screen, as if the lyrics spoke of the vehicle in a romantic and at the same time fun way, highlighting that only the Volkswagen Meteor can be the “Meteor of Passion”.
“It’s amazing how Meteoro is a song that has left its mark on my life. Now, it has a huge brand. Doing the campaign made me reflect on this. And it was so much fun to record. It’s a commercial that will be an explosion of feelings, real. And the funny thing is: Meteoro never had a music video. With Meteor, now the public will associate the song with the image”, comments Luan Santana.
Alouche also highlights that the concept was designed to bring the product and its audience closer together in a different and relaxed way, without failing to highlight the importance of the fleet for the sector, especially agribusiness.
“More than the similarity of the name, anyone who has a VW Meteor is certainly enchanted by everything the vehicle delivers in terms of profitability in its operation and that is what we are trying to translate in this campaign”, he reinforces.
Under the motto ‘Volkswagen Meteor. Think Giant’, the campaign explores the creative concept that the Volkswagen Meteor is the ideal truck for those who need to transport tons on Brazilian highways, including due to its robustness.
“The film tells the story of a truck driver who falls in love with the Meteor every time he drives it, to the point that he transforms into Luan Santana and declares his love for the truck to the sound of Meteoro da Paixão. We combined several pop elements, a truck, country music, the agricultural setting and a pinch of humor. Luan’s song turns 15 in 2024 and doesn’t have a music video, or rather, it didn’t have one,” comments Iron Brito, Creative Director at AlmapBBDO.
The communication strategy will premiere during the Fantástico break and be re-aired during Jornal Nacional, in addition to being broadcast nationwide by Band during the Copa Truck stages and in the main regional markets. Throughout the year, the campaign will also feature an extensive digital and offline media program, radio spots and advertisements in newspapers and magazines in the transportation, business and agribusiness sectors. The film, produced by CINE, with scene direction by Vokos, and soundtrack by Cabaret, can be watched below:
Datasheet
Agency: AlmapBBDO
Campaign: Meteor of Passion
Client: Volkswagen Trucks and Buses
President and CEO: Filipe Bartholomeu
CCO: Luiz Sanches and Pernil
Creative Direction: Iron Brito
Creation: Alexandre Nunes, Bruno Barco, Frederico Gerodetti and Iron Brito
PR: AlmapBBDO and Giusti Creative PR
Audiovisual Production: Diego Villas Bôas, Vera Jacinto, Paula Buzzi, Marcia Granja and Leonardo Damasceno
Customer service: Fernando Silva (Fefo Silva), Guilherme Alcatrão, Manuella Gavioli and Laura Villaca
Planning: Marcelo Bazán and Hilton Andrade
Approval: Ricardo Alouche, Luciano Cafure, Mônique Fontolan, Débora Cirino, Giulianno Nasi and Erika Macedo
Sound production company: Cabaret
Musical Production: Cyro Neto
Mixing: Gab Scatolin
Finishing: Cyro Neto and Bruno Guanabara
Service: Ingrid Lopes, Junior Freitas and Bárbara Russiano
Coordination: Chandra Lima, Mavi Capelasso, Leonardo Vieira and Débora Mello
Voiceover: Luan Santana
Producer: CINE
Director: Will call
1 Director’s Assistant: Natasha Precioso
2 Management Assistant: Nicolai
Director of Photography: Kairo Lenz
Art Director: Erika Betbeder
Executive Production: Raul Doria and Deo Borba
Executive Production Assistant: Renata Jarud
Account Executive: Renata Sabino
Post-Graduation Service: Juliana Silva
Production Coordinator: Jair Costa, Roseli Sabino and Magda Alves
Production Director: Gustavo Michelin
Postgraduate Supervisors: Sergio Cicinelli and Lucas de Paula
Postgraduate Assistants: Flávio Tambascia
Island Coordinator: Marcos Rodrigues
Editing: Lucas Câmara
Post Production: CINE X
Finalization: CINE X
Research Manager: Paula Dalga
*Cover photo: Disclosure/Volkswagen
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