Deutsch launched a campaign for the Volskwagen Atlas, which seats seven, with a 60-second spot entitled “Luv Bug” featuring a lot of, er, action.
Set to Dean Martin’s “The Birds and the Bees,” the spot opens with a Volkswagen Beetle rocking suggestively. From there the scene shifts to a couple with a baby buying a bigger Volkswagen. And there we’re back to square one and the whole thing repeats again, and again, until we arrive at the seven-seat Atlas because apparently they have never heard of birth control, overpopulation, hourly hotel rates or Volkswagen’s “Dieselgate” scandal (or just don’t care).
The one-note premise wears thin by the conclusion of the spot, as it only takes about 10-15 seconds (at most) to see where it’s going. Clearly, the Atlas is being marketed as a family vehicle, with more space than your typical Volkswagen. The spot concludes with the Atlas rocking back and forth, this time thanks to a car full of rambunctious children, as the voiceover delivers the line, “Life’s as big as you make it.”
“Luv Bug” mades its debut yesterday during primetime and will run during the NHL’s Stanley Cup playoffs and the NCAA’s Final Four.
Credits:
Client: Volkswagen
President, CEO: Hinrich Woebcken
VP, Marketing: Vinay Shahani
Director, Marketing Communications and Media: Jennifer Clayton
Advertising Manager, VW Marketing: Chanel Barresi
Brand Advertising Senior Specialist: Tammy Nguyen
Agency: Deutsch
Creative:
Chief Creative Officer, North America: Pete Favat
Executive Creative Director: Todd Riddle
Group Creative Director: Heath Pochucha
Creative Director: Zaid Al-Asady
Creative Director: Paul Oberlin
Creative Director: Matt Sherman
Director of Integrated Production: Vic Palumbo
Executive Integrated Producer: Margaret Nickerson
Senior Integrated Producer: Samantha Bonom
Music Supervisor: Eryk Rich
Account Management:
Group Account Director: Tom Else
Account Director: Alex Gross
Account Supervisor: Erin Shanahan
Account Executive: Nate Pouley
Director of Product Information: Jason Clark
Product Information Supervisor: Chris Brown
Account Planning:
Co-Director of Strategy: Susie Lyons
Senior Strategist: Ben Perreira
Junior Strategist: Leigh Citarella
Business Affairs/Traffic:
Director of Integrated Business Affairs: Abilino Guillermo
Group Director Integrated Business Affairs: Gabriela Farias
Director or Broadcast Traffic: Carie Bonillo
Broadcast Traffic Manager: Courtney Tylka
Production Company
Biscuit Filmworks
Director: Andreas Nilsson
Executive Producer: Holly Vega
Line Producer: Jay Veal
Editorial Company
Cut + Run
Executive Producer: Amburr Farls
Producer: Annabelle Dunbar-Whittaker
Editor: Steve Gandolfi
Assistant Editor: Luc Giddens
Post Facility
Jogger
Executive Producer: Rich Rama
Creative Director: David Parker
Producer: Ben Sposato
Color Correction
Company 3
Executive Producer: Ashley McKim
Colorist: Sean Coleman
Licensed Music Track Info:
Licensed Music for “Snowboard”
Track – “The Birds & The Bees”
Artist: Dean Martin
Audio Post Company
Lime Studios
Executive Producer: Susie Boyajan
Audio Engineer: Matt Miller
Shoot Location:
Los Angeles area