VW Up!

Volkswagen·Automotive

Slowest Car

Problem

Teenage boys are 7x more likelyto be involved in a fatal car crash.

Insight

Handing your teenager the keys is terrifying.But every car feels fast to a teenage boy.

Idea

Give them a car that’s slow to you and fast to them.Introducing VW Up!The slowest car on the road, that still feels fast.

Still feels fast driver's kit box
OOH
VW Up! billboard at Highbury Corner: Built for cyclists to overtake.VW Up! billboard in a Waitrose car park: Feels like Lewis Hamilton. Drives like his nan.VW Up! billboard on a high street: 20 feels like 50 when you're starting out.
Print
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VW Up! insurance print ad in a Waitrose magazine spread
In-store
Sainsbury's trolley handle ad: Every car feels fast to a teenage boy. Ours is 5x slower than the rest.
Stunt

The Stig takes the slowest lap record in Top Gear history.

VW Up! on the Top Gear track with the Stig