VW Cultivates Latino Loyalty

Creative on Demand’s latest television commercials for Volkswagen play off—and build upon—the Hispanic consumer’s in-tense brand loyalty.

Two 30-second spots created by the Coral Gables, Fla., agency are scheduled to break in early October on the Univision and Telemundo networks, as well as local Spanish-language outlets in select markets.

“¡Agarra calle!” (“Seize the road!”) is the tagline.

According to agency creative director Daniel Marrero, the shop’s first VW spots, which broke in June, branded Beetle owners as “fun-loving, clever people” driving “smart, reliable cars.”

The new “Empathy” and “Road Emergency” ads playfully explore the “key role Volkwagens play in the lives of their owners.”

In “Empathy,” a man walking past a Miami construction site be-rates a group of burly laborers ona scaffold overhead for allowing dirt and dust to fall upon a VW Passat parked nearby.

“Have a little respect for other people’s property!” he shouts.