The brief


How do you create a distinct personality for a sub-brand that doesn’t fit naturally with its parent brand?

The challenge

VW is a premium brand which has carved out a strong and successful identity in the consumer vehicle segment. But when translated into a trade audience, this positioning was failing to harmonise the brand experience with what a tradesman was looking for.


“The best b2b
Campaign of
the decade”

– The B2B Marketing Awards


Ray Winstone –Just the
man for
the job

Most of the sector’s competitors were steadfastly focused on rational arguments – load size, price, etc – but we needed to create an immediate emotional connection with potential trade buyers that changed perceptions.

We needed an image that reflected the tough, heroic, hard-working, reliable nature of the brand, in a relatable way that buyers aspired to. And Ray Winstone was just the man for the job.

Advert in magazine

The result

Using the rallying cry of ‘Let’s Go to Work’, sales doubled in the nine years the campaign ran, VW Commercial became the number one brand for awareness, and brand equity shifted from 8th to 2nd position in just 2 years. Oh, and we forgot to mention, our work was voted the best B2B campaign of the last decade.