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“Meet the Volkswagens” Campaign Launched Today

Following Audi’s example of TV spots that ‘hit and run’ the competition, Volkswagen launched today the ‘Meet the Volkswagens’ campaign, featuring Max, the 1964 black Beetle, and introducing a new character named BUS. BUS is a talking ruby red 1963 VW Micro Bus, that borrowed actor Thomas Haden Church’s voice.

The "Meet the Volkswagens" campaign is comprised of five 30-second spots set in a neighborhood of modernist homes. Each spot showcases a key Volkswagen model along with Max and/or the new BUS having conversations with the neighbors about competitive models as compared to Volkswagens.

It’s for the first time that Volkswagen uses a campaign to directly address its competition. Conversations will focus on key models including the clean diesel Jetta TDI, CC, Tiguan and Routan, as well as Volkswagen's new Carefree Maintenance program offering no-charge scheduled maintenance for three years or 36,000 miles.

"'Meet the Volkswagens' will help to increase the familiarity of our growing product line, while bringing awareness to the true value of owning a Volkswagen," said Tim Ellis, Vice President of Marketing at Volkswagen of America.

"We will build our case by sharing facts about real issues that customers care about, debunking myths and doing it in a tongue-in-cheek and entertaining way that is uniquely Volkswagen."

"We've drawn upon more traditional values and imagery for this campaign, particularly in the given economic climate. We want the people to know how well Volkswagen meets the needs of today's drivers and families, especially when it comes to value, safety and reliability," added Ellis.
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