Volkswagen needed a campaign that would highlight the smart, value-driven features of its vehicles—and do it in a way that felt as clever and approachable as the brand itself. The goal was to make a case for VW as a smart purchase, without overcomplicating the message or burying it in lifestyle fluff.

When the features are this good, you don’t need much else. Just the car, the facts, and a little personality to bring it all to life.

We stripped everything down to a clean white seamless and put the spotlight where it belonged: on the cars. To bring a little charm and humor to the mix, we cast comedian Matt Gourley as our unassuming guide—a straight-talking (and occasionally awkward) spokesman who highlighted each feature with a wink and a smile. The result was a campaign that felt smart, unfussy, and unmistakably VW.