Volkswagen is back with an integrated campaign for the new
T-Roc, created by DDB Group Italy and fully dedicated to the brand’s latest model.

At the heart of the campaign is a powerful, widely shared cultural code: rock music, chosen to express the SUV’s attitude and connect naturally with its target audience.

The communication rolls out in two distinct phases, launch and pre-launch, linked by a consistent musical thread that becomes the project’s signature.

The launch phase began in January and was built around
the Italian adaptation of the international launch film,
set to a timeless classic: “Song 2” by Blur.

This stage is summed up in a line that brings together personality and innovation: “Carattere forte. Anima ibrida.” It blends the T-Roc’s signature Born Confident attitude with its new hybrid nature.

Completing the link to the musical territory, the campaign line:
”Chi nasce rock si riconosce sempre”.

Alongside the TVC, the launch also ran across radio, social and digital, and included a digital OOH execution at Milan’s Porta Garibaldi station.

In December, the model’s launch was preceded by a series of pre-launch assets deployed across TV, radio, digital and social, featuring a bold visual direction and a high-energy feel inspired by rock’s most iconic era. Further strengthening the initiative was the selection of another signature track: “I’m a Man” by Black Strobe.

The pre-launch then concluded with an OOH placement along Milan’s M4 line from 22 December to 4 January, plus a New Year TV edit airing on 31 December.