Agency: BMP DDB Author: Joanna Bamford

The Volkswagen Transporter: It's a van, not a car


Let's face it, most creative teams would prefer to be given a brief to develop advertising for a GTi than for a van. Historically, van advertising has been effectively relegated to the creative fourth division. This paper illustrates how planning returned creativity and relevance to the advertising for the Volkswagen Transporter van, through an insight into the real world of the van driver and his working life.


The Volkswagen Transporter is a mid-sized panel van competing mainly with the Ford Transit (which has over 50% of the market). The majority of sales are to one-man-band businessmen, mainly in 'dirty' trades such as building or plumbing, who both own and drive usually just one van.