Volkswagen Australia has launched a new campaign evoking the childhood joy and emotional thrill of driving, reimagined for the electric era.

The campaign, titled 'Batteries Included', accompanies the launch of Volkswagen's three new electric vehicles: the ID. 4 Pro, ID. 5 GTX, and ID. Buzz. It was developed in collaboration with the brand's creative agency of record, DDB Group Sydney.

The campaign features nostalgic childhood locations and is set to the tune of 'When I Grow Up' by Patsy Biscoe. It will be rolled out across digital, social, and out-of-home channels starting 6 July. It builds on Volkswagen's local brand promise: 'Let’s go for a drive', and marks the first time its electric platform has been introduced to Australia.

Head of Marketing & Brand for Volkswagen Passenger Vehicles, Bianca Botma, said: "This is Volkswagen brand chapter two. It’s about emotion, innovation, and reigniting the joy of driving - now powered by electricity."

Creative Partner at DDB Group Sydney, Jenny Mak, said: "In a super competitive EV landscape, we knew we had to do something different. The idea of awakening your inner child cuts through the noise and connects on a deeply human level," she said.

Creative Director at DDB Sydney, Tom Lawrence, said: "It’s all too easy to fall into the trap of advertising a range of cars by showing them conquering dirt roads or weaving through cityscapes. We couldn’t be more thankful to our clients for embracing stillness to let people have the space to connect with the brand."

Creative Director at DDB Sydney, Sam Raftl, said: "It feels unique for an EV story. We hope it’ll stand out amongst the loudness of the ad break by giving audiences the chance to take a breath."

The production company involved in the campaign is Finch, with Christopher Riggert as the director. Post-production was managed by The Editors, with Jack Hutchings as the editor. Sound post-production was handled by Sonar Music, with Andy Stewart as the senior sound designer.