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In one 60-second ad, people are seen enjoying their VWs in Japan, Sweden, Italy, England, France and Germany. The spot talks about how different each culture is, but the voiceover asserts, ‘No one likes the same thing. So how come everybody loves Volkswagen?’ Continuing the tagline ‘The Most Loved Cars in the World’, the campaign – created at DDB Needham by Mike Rogers and John Staffen – tries to counter negative perceptions by pointing out that VWs are the best-selling models in Europe, and top-selling imports in Japan.
But will Americans really care about that? BW&C president Tony Wright defends the idea because of VW’s unique position in the market. ‘These cars offer a unique European driving experience that a certain consumer wants. And he or she can’t find a better value for those qualities than these cars.’ said Wright.
Copyright Adweek L.P. (1993)
