Volkswagen (TYPE1)

The Pump Attendant 

When launching Volkswagen’s 100% electric ID.4 in Quebec, we focused on creating a human-led story instead of spotlighting the vehicle’s technological and environmental features. The spot features a rural gas-station owner – Le Pompiste – as he waits for customers for what seems like an eternity. When a car finally arrives, it’s the 100% electric ID.4. Cue Le Pompiste’s despair. Our spokesperson, Pier-Luc Funk, gets out of the car, skips the gas, and has a funny exchange with the owner. Throughout the spot, we hear the song “Le Pompiste” by Jean-Jacques Cramier, a 1970s ballad composed by Renaud before he was known by his pseudonym. 

Volkswagen Le Pompiste case study video