We are Family
Content CreationOgilvy made an episodic series for Volkswagen positioning the Teramont as the ultimate family car by dramatising the everyday chaos of family life.
Case in 60 seconds
Volkswagen needed to position the Teramont as the ultimate family car in a category full of idealised, interchangeable family-car ads.
Real family life is chaotic, not calm, and a family car proves itself in exactly those messy moments.
Dramatise the chaos of family life across an episodic series and show how the Teramont helps you navigate it.
Ogilvy produced an episodic series capturing family-life scenarios and the car's role in each.
No metrics are reported on the source page; views, engagement, and sales are not disclosed.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- Episodic video series
- Family-life scenario episodes
Partners
- Ogilvy (Ogilvy UAE / Memac Ogilvy)
Participation mechanic
- Not disclosed
Creator role
- Not disclosed
Why Ogilvy's strategy worked
- 1
Trading idealised family imagery for recognisable chaos made the Teramont's usefulness feel real.
- 2
An episodic format gave room to show multiple family scenarios rather than one compressed spot.
- 3
Tying each episode back to the car's role kept the product central to the storytelling.
- 4
Anchoring the campaign in everyday family life matched the audience's lived experience.
Results
10M+
Views
5M+
Impressions
20K+
New followers
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate