Volkswagen Australia has launched a new campaign called “Batteries Included,” drawing on the fun of childhood and the feeling of driving, reimagined for the electric age.
The campaign, created with DDB Group Sydney, focuses on the car brand’s history of trust and driving enjoyment amid a growing EV market.
The spot introduces three new electric vehicles – the ID. 4 Pro, ID. 5 GTX, and the ID. Buzz – with a nostalgic touch that aims to connect emotionally as well as practically.
“Batteries Included” is more than a reference to childhood toys—it’s about celebrating the inner child in all of us. The playful approach reminds Australians why they loved driving in the first place.
“In a super competitive EV landscape, we knew we had to do something different,” said Jenny Mak, Creative Partner at DDB Group Sydney.
“The idea of awakening your inner child cuts through the noise and connects on a deeply human level.”
The film shows familiar childhood places like putt putt golf, fireworks, a local pizza shop, pony rides, and a water park, along with Volkswagen’s EV range.
It ends with the line, “When was the last time you let your inner child drive?”, set to the song “When I grow up” by iconic Australian artist, Patsy Biscoe.
While the campaign marks Volkswagen’s foray into the EV market in Australia, it also introduces a new chapter the new local brand message: “Let’s go for a drive.”
“This is Volkswagen brand chapter two,” Bianca Botma, Head of Marketing & Brand – Volkswagen Passenger Vehicles, said. “It’s about emotion, innovation, and reigniting the joy of driving – now powered by electricity.”
DDB Sydney Creative Director, Tom Lawrence, said: “It’s all too easy to fall into the trap of advertising a range of cars by showing them conquering dirt roads or weaving through cityscapes.
“We couldn’t be more thankful to our clients for embracing stillness to let people have the space to connect with the brand.”
DDB Sydney Creative Director, Sam Raftl, said: “It feels unique for an EV story. We hope it’ll stand out amongst the loudness of the ad break by giving audiences the chance to take a breath.”
The campaign launches this week with a main film and will roll out across digital, social, and out-of-home channels from 6 July.
Credits:
DDB Sydney
Matt Chandler: Chief Creative Officer
Jenny Mak: Creative Partner
Sam Raftl: Creative Director
Tom Lawrence: Creative Director
Michael Sinclair: Head of Brand Performance
Laura Oleart: Integrated Producer
Nick Russo: Managing Partner
James Llewelyn-Davies: Group Business Director
Jemma Western: Business Director
Britt Wilcock: Senior Business Manager
Production Company – Finch
Director – Christopher Riggert
Managing Director – Corey Esse
Executive Producer – Nick Simkins
Producer – Caroline David
Casting – Felicity Byrne
Post House – The Editors
Executive Producer – Rita Gagliardi
Editor – Jack Hutchings
Colourist – Fergus Rotherham
Sound Post Production: Sonar Music
Senior Sound Designer: Andy Stewart
Head of Production: Haylee Poppi
Music Supervision: Level Two Music
Client:
Volkswagen Australia
Bianca Botma: Head of Marketing & Brand – Volkswagen Passenger Vehicles
Piergiorgio Minto: Director – Volkswagen Passenger Vehicles
Nathan Johnson: Director – Volkswagen Commercial Vehicles (former Passenger)