Watching a child fly the nest must be one of the most anxious points of a parent’s life. Can it really be that the vulnerable baby they brought into the world is ready to face it on their own? This year, just as Britain’s teenagers sat for their final school exams, two brands released TV spots themed around reassuring apprehensive parents.
Volkswagen, which has built a reputation for safe, reliable cars, positions the Polo as something of a surrogate parent in a charming and emotionally charged 90-second spot. It shows the relationship between dad and daughter build from the moment she’s brought home from the hospital to the day she heads off to university, driving away in a new VW Polo while her father chokes back the tears. The car acting in loco parentis offers a seamless connection between the brand and the sentimental story, allowing VW to forge a bond with consumers and reinforce its longstanding brand values.
In a somewhat clunkier variation on the theme, NatWest uses the (mis)adventures of a young woman (is it just daughters that cause such worry?) on a gap year to promote its latest online banking tool. It’s a platform for the bank to show off their mobile app and further the customer-focused positioning they’ve been using in a bid to rebuild trust following the global banking crisis. But it seems an arbitrary choice to promote what is, essentially, just Internet banking; it almost feels as though the bank is exploiting parental anxiety. Although it may seem right to approach advertising by understanding the anxieties in consumers’ lives, it has to be equally relevant to the brand or product, or it feels false.