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In what may be a first for product integration, Volkswagen has weaved its “Punch Dub” campaign into the opening of a TV program, the Jimmy Kimmel Live show.
Starting May 20, the late-night ABC show began featuring a yellow VW Beetle during the opening, which shows a T-shirt-clad Kimmel walking through the streets of Los Angeles to the theater, suit slung over his shoulder. After the shot of the Volkswagen, a woman with pink hair comes up to Kimmel regular Guillermo Rodriguez and punches him in the arm.
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