The Parents

At a time when automotive innovation has never been more present, it is increasingly associated with the dehumanization of driving, and its usefulness is sometimes questioned.

Created with BBDO Paris, Volkswagen’s ‘The Parents’ campaign draws on familiar human behaviors to show that the best innovation is often the most intuitive.

No specs. No dashboards. No CGI. Just human moments that mirror what the features are built to do, paired with the simple truth: “We didn’t invent anything.”