Deutsch/LA returns Volkswagen of America to the Super Bowl for the first time in nine years with a 30-second spot slated to air in the third quarter of the Feb. 7 telecast on CBS.
Given VW’s recent change of agency partners, the commercial ranks among the more highly anticipated of Super Bowl XLIV. It will mark Deutsch’s creative debut for VW. The IPG shop landed the account last October following a closely watched review.
According to VW, the spot takes a new approach to the “Das Auto” tagline and positioning, and it represents the first salvo in a broad multimedia push by the German nameplate. That initiative will run heavily in February and March across all major media, including TV, online, print, radio and outdoor. Aggressive social-media outreach is also planned.
“As an iconic brand that has achieved pop cultural status in America, people think they are familiar with all there is to know about Volkswagen,” said client vp, marketing Tim Ellis.
Max, the wise-cracking, German-accented classic-model Beetle that defined the original “Das Auto” ads by former VW agency Crispin Porter + Bogusky, does not appear in the new effort. Though high profile, that work, like much of Crispin’s output, generated mixed reaction among consumers.
VW spent $155 million on ads through the first 11 months of 2009 after spending $220 million during all of the previous year, per Nielsen.
U.S. sales fell 4.3 percent last year to 213, 454 vehicles.