A glove compartment that works as a cooler. Controllable headlights. And 118 other features. That’s the highlight of Arnold’s new campaign for Volkswagen’s Passat. Seven TV spots, directed by Jake Scott, began rolling out this month. One shows a man storing sushi in the glove box. Another shows a car guiding a biker down a steep hill at night with its headlights. A print insert in October magazines captures all of the features with one picture for each, from 120 20-second films that will debut on a VW Web site later this month. “This is a very wide category; a lot of manufacturers have a car in this segment,” says creative director Alan Pafenbach. “We wanted to do something that made it stand out. That’s where we got the idea of telling the story of all the different things that come with the car.” The work is some of Arnold’s last for VW, which shifted its $400 million account to Crispin Porter + Bogusky this month.
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