Car Paradise

Volkswagen Group France and DDB Paris have launched a campaign with a striking message: sometimes cars must be smashed to restore their value. Many end-of-life vehicles (ELVs), left for years in garages, gardens, or abandoned on roadsides, are often forgotten — despite the countless miles, journeys, and memories they’ve carried. Yet recycling these cars remains misunderstood, seen as complicated, inaccessible, and associated with the cold image of scrapyards.

To change that perception, Volkswagen Group France and Derichebourg Environnement, which signed a partnership agreement on 10 June, have joined forces to democratise car recycling and make it a natural reflex. “Our commitment to the circular economy is not new; it has been at the heart of our strategy since 1997,” said Aymeric Jobelot, Environment Programme Manager. “The partnership with Derichebourg now allows us to go further, turning the end of a vehicle’s life into a valuable resource and encouraging our customers to make recycling second nature.”

Aiming to become France’s leading automotive group for sustainability, Volkswagen Group France worked with DDB Paris to present the recycling process for end-of-life vehicles in a fun, lighthearted way. In the campaign film, an old Golf 2 — abandoned by the roadside — is collected by a Derichebourg tow truck and taken through the recycling journey: purged, dismantled, and crushed to the lively sounds of banjo, trumpet, and cheerful choirs. The upbeat soundtrack, “Better Now,” playfully contrasts with what might seem a somber ending, revealing instead that the car is, quite literally, “much better now.”

Thanks to advanced recycling processes in Derichebourg-approved centres, over 95% of the vehicle’s materials are given a new life. “We want to make recycling your vehicle a simple, accessible, and positive experience,” said Dorothée Bright-Bou, Head of After-Sales Marketing at Volkswagen Group France. The campaign captures that joyful spirit, proving that sustainability can be as uplifting as it is essential. It will be rolled out digitally in 45-, 60-, and 90-second formats.