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NEW YORK Volkswagen, as part of its “All grown up. Sort of” support theme for its new Jetta, is promoting the car via an urban guerrilla effort.
The initiative, via Havas’ Arnold in Boston, has sent teams of specially uniformed 20-somethings in Boston, Chicago, San Francisco, Miami, Washington and Seattle to mass transit and commuter stations, business and financial districts, tourist attractions and residential areas.
The teams are handing out “All grown up. Sort of” adult activity coloring books with boxes of crayons, plus “moveable square” puzzles.
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