VW SuperBowl Ad to Spotlight Punch Dub Game

The North American division of Volkswagen announced it will debut the ‘Punch Dub’ campaign in a 30-second ad during the third quarter of Super Bowl XLIV and through a new online campaign. The ‘Punch Dub’ is based on a game played by kids, where the first to see a Beetle would yell ‘punch Bug’ and playfully slug his or her friend.

The new campaign will feature actor and comedian Tracy Morgan and will various people in different driving situations gently slugging others in the arm every time they spot a Routan, Tiguan, CC or any other Volkswagen model.

"Punch Dub is a fun, engaging way to reintroduce Volkswagen and its growing product family to millions of Americans during one of the most watched television events of the year, the Super Bowl," said Tim Ellis, Vice President of Marketing, Volkswagen of America. "The campaign is a modern twist on a classic game that has been played on America's highways for generations and will help consumers gain a new perspective on the breadth of our vehicle offerings, quality, performance and value."

"Changing the game of 'Punch Bug' to the game of 'Punch Dub' and making it about all Volkswagen is the perfect way to do that. It tells you something nobody knows in a way that everyone can relate to," Eric Hirshberg, CEO/Chief Creative Officer of Deutsch LA, said in a release.

An online version of "Punch Dub" will also launch on VW's Facebook fan page, encouraging people to virtually ‘slug’ their friends and families. Players will simply pick any one of thirteen Volkswagen vehicles, customize their punch and choose a Facebook friend.  The more friends you punch, the better your chances are of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.