New VW Das Auto Campaign Kicks Off at the Super Bowl

The first work created for Volkswagen by its new creative agency, Deutsch LA, premiered yesterday during the third quarter of Super Bowl XLIV. According to Volkswagen, the 30-second spot reportedly debuted a new approach to the Das Auto tagline and positioning, and is also the first step in a much larger campaign destined to increase model awareness.

"With its size and reach, the Super Bowl is the ideal stage for Volkswagen to debut the new campaign to nearly 100 million viewers," Tim Ellis, Vice President, Marketing, Volkswagen of America, said in a release.

"As an iconic brand that has achieved pop cultural status in America, people think they are familiar with all there is to know about Volkswagen. This campaign gives consumers a reason to take another look at the brand and gain new perspective on the breadth of our vehicle offerings, quality, performance and value," added Ellis.

This marks the first time in nine years that Volkswagen has advertised during the Super Bowl. The German carmaker also kicked-off a two-month campaign that will run extensively throughout February and March to support its national sales event. However, Max the Beetle, who helped to establish "Das Auto" in the US market in 2009, will not appear in the new campaign.

“In phase two, the campaign will promote the innovative features and benefits of modern-day Volkswagen products. The spots will define how Volkswagen is delivering German Engineering at a great value in the often playful yet direct Volkswagen tone,” a company statement reads.