OndemanD launched a new spot on Hispanic television in the U.S. this week for the new Volkswagen Jetta, the shop said.
The 60-second spot was filmed in San Miguel de Allende, Mexico, and mimics the famous running of the bulls in Pamplona, Spain. The commercial opens with a man parking his Jetta and preparing to join the run. While his back is turned to the car, a bull sees him and charges. The bull hits the side of the Jetta and falls over. The ad closes with the groggy bull trying to regain his senses while the man walks away, oblivious to the incident.
The ad was designed to humorously illustrate the safety of the Jetta, which was ranked best in its category against side impacts by the Insurance Institute for Highway Safety, the shop said.
"Although working with bulls presented us with various technical challenges, it gave us the opportunity to showcase the Jetta's safety in a humorous way and one that is very much aligned with the tonality of the brand," said Priscilla Cortizas, founding partner and creative director at the independent Miami shop.
COD has created and produced Hispanic advertising for VW's U.S. market for the past three years. Last February, the shop won a review to provide the company's advertising in Puerto Rico and eight Central American countries.
Campaign spending details were not available.