Volkswagen Announces Final Gol Tribute During World Cup | Clapboard Ad Archive

It's payback time

Description

In December 2022, Volkswagen, in collaboration with AlmapBBDO, launched a compelling integrated campaign in Brazil titled "It's payback time," blending automotive passion with the fervor of football. Celebrating the iconic Volkswagen Gol, the most popular car in Brazil whose name aptly means "goal" in Portuguese, the campaign cleverly taps into the nation's deep-rooted love for the sport. The initiative sends seven Brazilian-made 2014 edition Gols back to Germany as a symbolic gesture aimed at balancing the footballing universe following Brazil's historic 7-1 defeat to Germany in the penultimate World Cup. This act serves not only as a nod to the nation's fanaticism but also as a heartfelt farewell to the Gol, which is set to be discontinued that December after 42 years of cultural significance and more than 8 million units sold. By intertwining the car's legacy with Brazil's football history, Volkswagen reinforces the emotional connection that fans and drivers have developed with the Gol, highlighting the dual meaning of "gol" as both the physical goal and the triumphant act of scoring. Motor sports and mobility have long been intertwined in Volkswagen's branding, with vehicle names like Polo, Golf, and Derby reflecting athletic heritage. With this campaign, Volkswagen respectfully acknowledges the enduring impact of a painful sporting defeat while offering a playful, unifying gesture that Brazilian fans can embrace. Livia Kinoshita, Volkswagen's executive director of marketing, frames the campaign as a unique stunt that only Volkswagen could execute, expressing gratitude to Brazilian consumers and rallying national pride during a pivotal World Cup moment. This creative move not only drives brand loyalty but also strengthens the emotional bond between Volkswagen, its customers, and the spirit of Brazilian football, leaving a lasting impression as the Gol bids its iconic goodbye.

Credits

Client

Volkswagen

Agency

AlmapBBDO

President And Ceo

Filipe Bartholomeu

Ccos

Luiz Sanches and Pernil

Executive Creative Director

Fernando Duarte and Henrique Del Lama

Creatives

Beatriz Fiori, Tiago Sanchez Marini, Yasmin Oliveira, Vinicius Gonzaga

Client Approval

Ciro Possobom, Thomas Owsianski, Roger Corassa, Livia Nishibe, Cristiano Mineiro, Arthur Rocha, Laura Bortoluci

Audiovisual Production

Diego Villas Bôas, Vera Jacinto, Murillo Moretti

Account Management

Christiano Bock, Mariana Nanes, Stephanie Gasparini

Strategic Planner

Sergio Katz, Bruno Machado, Julia Albero, Lavieri Júnior

Media

Luana Gallizzi, Ana Carolina Carvalho, Stephanie Del Bianco

Content

Cristiana Uehara, Camila Fregonesi

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