In a world overwhelmed by options—where even ordering a coffee can feel like a test—Volkswagen is choosing to keep things simple. And funny.
With the “Maxime” saga, created by DDB Paris and directed by Harold Einstein, the German automaker is leaning on humor and humanity to remind drivers of what it has always stood for: a safe, reliable choice. It’s a return to fundamentals—delivered with a fresh, modern storytelling style.
Maxime isn’t your typical hero. He’s endearing, a bit lost, and the victim of an imaginary, comical disorder: decidophobia. The inability to make decisions turns every moment of Maxime’s life into an insurmountable dilemma—whether it’s choosing a birthday card, picking a lunch dish, or deciding where to pass the ball. So overwhelming is the pressure that he even seeks help from a therapist.
Then, one day, something miraculous happens: in front of a Volkswagen, Maxime doesn’t faint. He simply chooses. No panic, no confusion. Because Volkswagen speaks a language even the most indecisive understand. In an automotive world cluttered with endless models and engine types, Volkswagen’s clarity feels almost revolutionary.
What sets this campaign apart is its tone: light, funny, and relatable—worlds away from the often cold and technical language of the auto industry. Volkswagen taps back into its advertising heritage, blending comedy and real-life insight. Behind Maxime’s comedic struggle is a universal truth: we’re all a bit lost when it comes to the overwhelming array of choices.
And it’s not just the perpetually indecisive. Between gas, hybrid, electric, leasing or buying, most drivers are left scratching their heads. Volkswagen isn’t pretending to have all the answers, but it does offer a simple, reassuring promise: it’s a brand you can trust. And instead of hammering that message home, the campaign lets it shine through in a series of funny, memorable spots.
Deployed throughout the year, this campaign supports Volkswagen’s open-house events and introduces a new, consistent brand narrative. Rather than pushing a single model or promotion, Volkswagen is establishing a recurring message of reliability and humanity.
The campaign is designed for today’s media landscape, with content tailored for TV, digital, replay, and social channels—speaking to audiences everywhere in a voice that stands out from traditional car ads. It’s an emotional and commercial strategy that revives Volkswagen’s strong advertising legacy, while staying grounded in the challenges of today’s consumers.
By telling Maxime’s story, Volkswagen underscores what it does best: reassuring drivers. And in an age where choosing can feel like a source of anxiety, this campaign offers a refreshing dose of relief. It’s proof that sometimes the best choice—whether in ads or in cars—is the one that doesn’t leave you overthinking.
