Volkswagen's 'self-confident' ram is face of global campaign for SUV model

Volkswagen is launching a campaign for its SUV, T-Roc, featuring an audacious young ram who does not like being told what to do.

The male sheep – who has large, curled horns despite being a newly-born youngster – is shown facing off with a farmer, a sheepdog and a bull. But even the ram gives way when he comes across a T-Roc on the road, apparently recognising a kindred spirit in the car.

The ad is the joint work of Adam & Eve/DDB and DDB Berlin. It was created by copywriter Patrick McClelland and art director Feargal Ballance and directed by Nick Gordon through Somesuch. The media agency is PHD.

The TV spot will be supported by print, out-of-home, social and online video.

Jürgen Stackmann, member of the Volkswagen management board, said: "The T-Roc is a self-confident step in a new segment since it stands out from the crowd and leaves a lasting impression. You can see this impressively in our new film."

The ram was animated by the Life team at MPC. Carsten Keller, MPC’s 3D creative director, added: "We needed to create a baby ram with life-like proportions, staying true to physical anatomy. To make him feel real, subtlety was key. Push the animation and ‘acting’ too hard, and you instantly lose believability."

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