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VW Makes a Pitch to Hispanics

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Volkswagen of America is challenging Hispanic consumers to "¡Agarra calle!"

The phrase, which translates to "Take the road!" is the tagline for Creative on Demand's first campaign for the German automaker.

The Coral Gables, Fla., shop has produced six TV spots—breaking on Telemun do and Univision over the next month—intended to convince the Hispanic consumer that the VW brand is both familiar and exciting.

"Volkswagen is a car we have known all our lives," said Priscilla Cortizas, COD's creative director. "Yet brand awareness has never been articulated in Spanish."

In fact, research suggests that "Drivers wanted," the tagline created by lead agency Arnold, Boston, has limited appeal with Hispanics. It conjures up images of a livery service. "Our challenge was to capture the right insight and tailor it to the market," said Daniel Marrero, cd at COD.

The first two spots brand Beetle owners as "clever" people.

In "Game Over," a man walks off a soccer field to his im maculate Beetle. When three muddied pals ask for a ride, he opens the hood and looks at the empty space where his engine should be. "¿Que paso?" ("What happened?") one jock ex claims. The trio looks elsewhere for a ride, and a voiceover says, "The Beetle Turbo S. As quick as you are."

A second ad captures another VW driver at a party; cool and composed, he flirts with a woman—until he hears a faint sound in the distance. Rushing outside, he discovers his buddies, tired of his flirtations, have set off the car's alarm. "Never fails," one says.

Upcoming ads will showcase the Passat wagon, GTi and Jetta.