Volkswagen Commercial Vehicles has unveiled a national cross-platform advertising campaign to launch the new Volkswagen Transporter van.

Based on the theme of evolution, the campaign, created by Iris, aims to illustrate the evolution of van through press and outdoor, digital and forecourt media as well as two national radio ads.

The first radio ad to run features the voice of a young child, which gradually matures into the voice of actor Ray Winstone.  His monologue talks of becoming smarter, stronger, more powerful and streetwise until evolving to be the very best they can be.

Sheet posters in 48 locations show the transition from the original T1 ‘split-screen' van which started production in 1950 to the new version of today's fifth generation Transporter.

Trade press activity will feature illustrations of environments that appeal to commercial customers such as building sites, with facts showcasing the commercial strength of the vehicles.

Iris is also handling the below-the-line, point of sale and partnership activity including a tie-up with Wickes stores, allowing van centres to showcase the vehicles in the car park of their local branch of Wickes.

The campaign, which runs until 31 March, is targeted at owners of small and medium sized businesses as well as fleets managers, and aims to create nameplate awareness of the new Volkswagen Transporter van and drive sales.