Volkswagen France and BBDO Paris have taken a playful look at the effort people put into keeping themselves in shape, drawing a comparison with something the brand says is considerably easier to maintain: a Volkswagen.
Titled The Morning Routine, the campaign captures the demands of a typical day. From commuting and school runs to sports practices, doctor’s appointments and grocery shopping, the kilometres quickly add up, not just for the car but also for the person behind the wheel.
The film then shifts its focus to the equally demanding business of self-maintenance. Fitness routines require countless exercises, skincare brings increasingly elaborate regimens involving serums, creams and LED masks, while hair loss products promise solutions for problems that have often been developing for years.
Against this backdrop, Volkswagen positions its own maintenance as refreshingly straightforward. The brand is using the observation to promote a 30% discount on a selection of Volkswagen services for customers in France, starting September 2026.
Created by BBDO Paris for Volkswagen France, the campaign uses humour to turn familiar personal-care rituals into an exaggerated series of challenges, before contrasting them with the relative simplicity of looking after a Volkswagen.
‘The Morning Routine’ is part of Volkswagen’s latest effort to communicate its after-sales services through a more relatable everyday insight, using the routines people already recognise in their own lives to make a point about vehicle maintenance.
CREDITS:
CLIENT: VW GBS
- Head of Communications and CRM: Zakaria EL KHALIFA
- Network Communications Manager: Isabelle DUGUEPEROUX
AGENCY: BBDO
- CEO/CCO: Alexander KALCHEV
- Creative Directors: Clara NOGUIER & Olivier LELOSTEC
- Art Director: Jean ESCALIER
- Copywriter: Steven DAOUT
- Account Director: Agathe DAYRE
- Sales Director: Karene GUILLOT
- Account Managers: Audrey SIMON / Jean-Fabien DAVID
- TV Producer: Marine ROLLAND
PRODUCTION:
- Production: VOIR PICTURES
- Executive Producer: Aurélien DROSNE
- Executive Producer: Simon DUROT
- Director: Usman ABDUL
- 1st Assistant Director: Ambre RAMBAUD
- Director of Photography: Dino Franco Berguglia
- Line Producer: Marie FESSOL
- Unit Manager: Franck SEGUIN
- Casting Director: Marie DESCOTTES
POST-PRODUCTION:
- Post-Production: REEPOST
- Editing: Alex MOISAN
- Color Grading: Eudes QUITTELIER
- Sound Production: Studio 5
- Sound Directors: Cédric BOIT and Josselin TANGE
- Music Supervision: Marine CREMER
- Music : Trailo A Casa (Bring It Home) _ Bobby Matos And The Combo Conquistadores
