This case study details how, after Volkswagen’s emissions crisis, effective advertising drove sales of SUV vehicles, generating £677m of incremental revenue in five years towards the cost of realising Volkswagen’s ambition to convert production to electrical vehicles. Advertising for Volkswagen SUVs, distributed via innovative media placements and ITV sponsorships, was well liked and grew awareness, consideration, and other brand metrics. Sales and share of SUVs, and Volkswagen’s overall UK market all increased. Comparing Volkswagen UK’s performance to markets where the ads did not run is used to isolate the effectiveness of communications.