"Unhappy Campers (DC)"

16 May 2024

60s

Into the wild.

Alexander Perkins, the lead actor in this VW Tiguan commercial, has carved out a nice niche for himself in the industry as a likeable everyman. He's been in more ads than DAVID cares to mention, so what's he up to now?

The answer lies in the middle of nowhere, as Perkins plays a dad who must have watched Bear Grylls on repeat and went, "Family holiday sorted!" It takes less than ten seconds for storm clouds to appear though.

What follows is a greatest hits of outdoor fails, with inscrutable tents, burnt sausages, and feet stuck in mud all present and correct. Chuck in a late-night storm and you wonder if the children will ever recover.

Safe in the advertised vehicle, the daughter asks: "Can we do this again next weekend?" The look on Dad's face is wonderful—a mix of shock and pride that only a child can stir up. The ad may be called 'Unhappy Campers', but VW and director Novemba understand how cherished memories are forged.

UK

Cars