Headshot of David Griner

We all know running your own business isn’t easy. But sometimes the devils are in the details, such as how you’re going to manage your own limited schedule or whether a repair truck will arrive in time to avert a wedding disaster.

In its first work for Volkswagen Commercial Vehicles, agency BBH London captures these moments (some with higher stakes than others) with dry wit and excellent comedic delivery.

In the campaign, built around the brand promise “Working With You,” we see how business owners confront the scheduling issues—and how VW’s services and features play into each scenario:

Directed by Outsider’s Mike Maguire, the spots aim to be relatable for real entrepreneurs without being too predictable in tone. It’s the first work from BBH London, which won the account earlier this year.

“When it comes to talking to small business owners, authenticity is everything,” says Ian Heartfield, CCO of BBH London. “So this campaign is based on real insights from real people, elevated with witty storytelling and high production values.”

Sarah Cox, head of marketing for Volkswagen Commercial Vehicles, said the brand liked that the campaign would resonate with business owners while also giving them a laugh or two.

“We understand our customers and want to offer reassurance that whatever challenges life throws at them,” she says. “We are by their sides as a partner to help their business thrive. We love the charm of the new campaign and feel it talks to everyday SME (small and medium enterprise) customers, with a touch of humor you need to get through life some days.”

CREDITS:

Client name and title:
Sarah Cox, Head of Marketing
Laura Bignall, National Communications, Retail and Digital Marketing Manager
Louise Willis, Communications Manager
Matthew Mann, Digital Project Communications Manager
BBH Creative Team: Guy Hobbs & Ben Edwards
BBH Creative Director: Matt Moreland & Chris Clarke
BBH Strategist: Adina Neamtu & Dalonie Graham
BBH Strategy Director: Tom Patterson / Oliver Waterstone
BBH Business Lead: Sam McLeod / Zoe Eagle
BBH Account Manager: Bella Johnston
BBH Account Director: Andy Connolly
Film Credits
BBH Producer: Matt Towell, Joe Pawsey
BBH Assistant Producer: Rory Reames
Production Company: Outsider
Director: Mike Maguire
Executive Producer: Richard Packer
Producer: Steve Elgar
DoP: Christopher Sabogal
Postproduction: The Mill
Editor/Editing House: Matt Chodan – Gorilla
Sound: Ben Gulvin – 750mph
Lead Music Supervisor: n/a
Music Supervisor: n/a
Print Credits
BBH Producer: Pippa White
Photographer: Dan Burn-Forti
Agent: Making Pictures

Media agency: PHD

David Griner is creative and innovation editor for Adweek. He's been covering agencies, creativity, technology and marketing innovation for more than a decade and is host of Adweek's podcast.