| Titel | Boys |
| Titel (Originalsprache) | Jungs |
| Agentur | DDB Berlin |
| Kampagne | For boys who were always men - Volkswagen |
| Werbende | Volkswagen |
| Marke | Volkswagen |
| Posted | Mai 2005 |
| Produkt | Golf GTI |
| Geschäftsbereich | Autos |
| Slogan | For boys who were always men |
| Slogan (Originalsprache) | Für Jungs, die damals schon Männer waren |
| Story | SUMMARY In 2004 Volkswagen launched a new Golf GTI whose original predecessor had been a cult car 20 years ago, but which had increasingly lost its desirability. To revive the GTI cult, communication focused on the attitude of the original drivers and transferred it to the present. The campaign was successful in all aspects, clearly achieving the intended positioning and creating desire within the target audience. This re-vitalisation of the cult image had substantial effects: The Golf GTI conquered the No. 1 position in the segment of sporty hatchbacks within only a few months. |
| Medientyp | Fernsehen |
| Länge | |
| Markt | Deutschland |
| Soundtrack | Jerk Out |
| Creative Director | Wolfgang Schneider |
| Creative Director | Mathias Stiller |
| Agency Producer | Marion Lange |
| Texter | Ulrich Lützenkirchen |
| Art Director | Sandra Schilling |
| Produktionsfirma | @radical.media GmbH |
| Filmproduzent/Produzent | Christine Lochte |
| Produzent | Christine Lochte |
| Filmproduzent/Produzent | Ben Schneider |
| Regisseur | Steve Miller |
| Cutter | Sven Budelmann |
| Musik | The Caesar's |
| Kundenbetreuer | Michael Lamm |
| Kundenbetreuer | Cathleen Losch |
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