Volkswagen Commercial Vehicles used to be marketed in a similar way to its sister car brand - as a premium vehicle. As the recession kicked in, a more direct, fit for purpose campaign was needed and 'Let's go to work' was born.
Ray Winstone became the brand's figurehead on radio and in TV idents, personifying a perfect balance premium values and ruggedness.
B2B Awards 2008 Best use of Advertising GOLD
Annas Newspaper Association 2009