The 2013 Volkswagen campaign titled 'Bathroom, Dressing Table, Closet,' developed by BBDO Argentina, centers on promoting the brand’s Side Assist technology, a safety feature designed to alert drivers to vehicles in their blind spots. The campaign’s core value proposition is the enhancement of driver awareness and road safety, positioning Volkswagen as a brand that integrates advanced technology to protect its customers and elevate the driving experience.
Strategically, the campaign employs a suspenseful narrative to engage viewers emotionally, creating tension that mirrors the undetected dangers associated with blind spots. By leveraging familiar, everyday domestic environments—bathroom, dressing table, and closet—the films draw a parallel between intimate personal spaces and the unseen areas around a vehicle, thereby heightening the relevance and urgency of the safety innovation. This creative angle taps into a universal human sensitivity to unseen threats, effectively making the technical feature relatable and memorable. Targeting drivers concerned with safety but also open to technological advancements, the campaign underscores Volkswagen’s commitment to innovation with practical benefits rather than mere performance boasts.
Overall, the campaign integrates a clear technological promise with an emotionally resonant execution, aiming to differentiate Volkswagen in the competitive automotive market by highlighting a feature that not only enhances performance but also protects lives.
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
This campaign revolves around Volkswagen’s Side Assist technology and uses suspenseful film narratives titled “Bathroom, Dressing Table, Closet,” hinting at common, relatable domestic scenarios where unexpected surprises lurk just out of view—mirroring the issue of blind spots while driving. The description specifically notes an “innovation that warns the driver when someone is in the car's blind spot.” This strongly suggests the ads dramatize or reveal the anxiety or danger of not seeing what’s hidden (the problem), then introduce Volkswagen’s tech as the solution. There’s no evidence of testimonial, symbolic exaggeration, celebrity, or characteristic story arcs (which would indicate other formats). Therefore, the structure is classic Show the Problem, as the core creative technique is highlighting a universal issue (blind spots) made vivid through suspenseful scenes, then positioning the product as the fix.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Chevrolet – Positions itself as a reliable, affordable, and widely accessible brand with a strong focus on practical vehicles suited for Argentine families and urban drivers, emphasizing durability and value for money.
2. Ford – Emphasizes robust build quality and performance with a strong heritage in trucks and SUVs, leveraging its global reputation for toughness and innovation tailored to both urban and rural Argentine markets.
3. Toyota – Known for its exceptional reliability, fuel efficiency, and advanced hybrid technology, Toyota appeals to environmentally conscious consumers while providing durability and low maintenance costs in Argentina.
4. Fiat – Targets budget-conscious buyers by offering compact, stylish, and economical vehicles, focusing on urban mobility and appealing to younger demographics with modern, ergonomic designs.
5. Renault – Positions itself as a brand with innovative design and French sophistication, providing affordable vehicles with strong after-sales service, popular among middle-class Argentine consumers seeking practicality and style.
Q: What is Bathroom, Dressing Table, Closet about?
A: Bathroom, Dressing Table, Closet is a 2013 professional campaign created by BBDO for Volkswagen and launched in the Argentine market. The campaign centers on promoting Volkswagen’s Side Assist technology, a safety feature designed to alert drivers to vehicles in their blind spots. Through a series of suspenseful film narratives set in intimate domestic environments, the campaign draws a parallel between the hidden dangers in everyday life and those encountered on the road. The creative execution positions Volkswagen as a brand committed to both technological innovation and driver safety.
Q: What creative device does Bathroom, Dressing Table, Closet use?
A: Bathroom, Dressing Table, Closet employs the Show the Problem format, as classified by Clapboard’s 12-format taxonomy. This approach highlights a relatable issue—in this case, the anxiety and risk associated with blind spots while driving—by dramatizing suspenseful scenarios where unseen threats emerge in familiar domestic settings. The campaign then introduces Volkswagen’s Side Assist technology as the solution, making the technical feature both tangible and emotionally resonant for viewers. This classic problem-solution structure is designed to drive home the relevance and value of the safety innovation.
Q: What is the campaign proposition for Bathroom, Dressing Table, Closet?
A: The campaign proposition for Bathroom, Dressing Table, Closet is to position Volkswagen as a leader in automotive safety and innovation, targeting drivers who value both advanced technology and personal protection. By leveraging suspenseful narratives set in everyday home environments, the campaign underscores the importance of heightened awareness and vigilance—qualities mirrored by the Side Assist technology. This strategic positioning aims to make the feature relatable and urgent, reinforcing Volkswagen’s commitment to integrating practical, life-saving technology into its vehicles within the competitive automotive market.
Q: How does Bathroom, Dressing Table, Closet rank in Clapboard's archive?
A: Bathroom, Dressing Table, Closet holds a Clapboard Campaign Score of 66/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive.
Q: Who are the competitors in Volkswagen's category?
A: In the Argentine automotive market, Volkswagen competes with several major brands. Chevrolet is recognized for its reliability and affordability, appealing to families and urban drivers with practical vehicles. Ford leverages its heritage of robust build quality and performance, particularly in trucks and SUVs, while Toyota is known for its reliability, fuel efficiency, and advanced hybrid technology, attracting environmentally conscious consumers. Fiat targets budget-conscious and younger buyers with compact, stylish, and economical cars, and Renault offers innovative design with French sophistication, focusing on affordability and strong after-sales service for middle-class consumers.
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