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Addressing outdoorsy, adventurous types in a breaking TV campaign, Volkswagen of America boasts that its new Jetta Wagon can haul “70 square feet of anything.”
Creative from Arnold in Boston, features hiker and camper imagery in an effort to appeal to the target demographic.
“We chose the outdoor environment because Jetta owners are active, tend to be hikers and outdoors types,” said Arnold executive vice president/group creative director Alan Pafenbach. Average owner age for the Jetta Wagon is 31.
Creative, set in an arid wilderness, shows a tent and the front of the Jetta.
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