Ray is a diamond geezer

Posted by Chris Wright, Planning Director, RLA Group

Hollywood A–list star takes time out of his busy schedule to sit down with creative luvvy and discuss white van man. Ray Winstone is not a man you mess with. What he does appreciate though is a great script. In this case nine scripts, delivered perfectly with a little direction from Pete.

Volkswagen vans had their man and Pete got a new mate, he’s got the photos to prove it.

The radio campaign broke and immediately drove the brand awareness up 17%.

No other van manufacturer showed an improvement in brand equity except Volkswagen. Also we were the only sales growth manufacturer in a falling market during the campaign.

There had to be some compensation for Pete’s sexy beast war stories I suppose, and we duly got it. Ray became the daddy of a campaign that won the Business to Business Excellence Award for "Best use of Advertising 2008" and the Grand Prix runner up spot. We didn’t tell Ray about coming second, as we wanted to use him again, which we did, at a day’s notice. Now that shows Ray is a diamond geezer and not Christian Bale.