It’s Good to Be King (Kong) in Deutsch’s Latest VW Campaign

By Patrick Coffee 

Now that the guilty pleas have started rolling in on the Volkswagen fake emissions scandal, it’s time to remember what that company does well: make and promote new cars!

The decade-old Tiguan SUV gets an update for 2018 and a corresponding campaign from Deutsch’s L.A. office. Two new spots launched this week as part of a larger effort titled “The New King of the Concrete Jungle,” the basic idea being that the Tiguan can help you, the consumer, master city life.

“The New King” follows a certain inflatable ape who can’t resist the color “blood orange” or the always-hip sounds of ELO.

The best part of that ad for us was figuring out which New York City suburb this woman calls home. Looks a whole lot like Jersey, but she’s driving down the East Side, so … Westchester?

She also appears to be headed north on the BQE for a bit, but nobody outside of the five boroughs will notice that incredibly small continuity issue.

The next punk rock Mary Tyler Moore spot concerns one former office drone’s career trajectory and her cherished parking spot, another rarity in the Big Apple.

That one was also fun, with the nameless coffee drinker reflecting on her rise and her new place in the parking lot, several yards closer to the door.

She’s very fortunate to have made it after all, given that we now know those of the female gender are biologically predisposed to “neuroticism [which] may contribute to the higher levels of anxiety women report … and to the lower number of women in high stress jobs.”

You know, jobs like vice president. What a world.


Client: Volkswagen
Agency: Deutsch
Campaign: “The New King of the Concrete Jungle”

President, CEO: Hinrich Woebcken
SVP, Marketing: Vinay Shahani
Senior Director, Marketing Transformation, Strategy & Communications: Greg Tebbutt Director, Marketing Communications and Media: Jennifer Clayton
Advertising Manager, VW Marketing: Chanel Barresi
Advertising Specialist: Annabel Lyon

Chief Creative Officer, North America: Pete Favat
Executive Creative Director: Todd Riddle
Group Creative Director: Heath Pochucha
Creative Director: Paul Oberlin
Creative Director: Matt Sherman

Director of Integrated Production: Vic Palumbo
Executive Integrated Producer: Margaret Nickerson
Senior Integrated Producer: Samantha Bonom
Associate Producer: Kayla Laufer
Music Supervisor: Eryk Rich
Music Supervisor: Chase Butters

Group Account Director: Tom Else
Account Director: Danielle Gordon
Account Supervisor: Ashley Broughman
Account Executive: Kiki Staszak
Director of Product Information: Jason Clark
Product Information Specialist: Ryan Callahan

Group Strategy Director: Donn Rohn
Associate Strategy Director : Ben Perreira
Associate Strategy Director : Armando Potter
Strategist: Leigh Citarella

Director of Integrated Business Affairs: Abilino Guillermo
Group Director Integrated Business Affairs: Gabriela Farias
Associate Business Affairs Manager: Kristian Evanculla
Director or Broadcast Traffic: Carie Bonillo
Broadcast Traffic Manager: Courtney Tylka

Production Company: Biscuit
Director: Noam Murro
Managing Director/Partner: Shawn Lacy
Executive Producer: Rick Jarjoura
Head of Production: Mercedes Allen Sarria and Rachel Glaub
Line Producer: Charlotte Woodhead

Editorial Company: Cut + Run
Editor: Steve Gandolfi (New King)
Editor: Jay Nelson (Food Chain)
Executive Producer: Amburr Farls
Producer: Annabelle Dunbar Whitaker
Assistant Editor: Russell Anderson

Post Facility + Color Correction: The Mill

Creative Directors: Chris ‘Badger’ Knight, Robert Sethi
Senior Producer: Anastasia Von Rahl
Associate Producer: Chris Lewis
Production Coordinator: Vanessa Yee
Colorist: Adam Scott (New King & Food Chain)
Senior Color Producer: Liza Kerlin
Executive Producer, Color: Thatcher Peterson
2D Lead Artist: Chris ‘Badger’ Knight
3D Lead Artist: Shaun Comly
2D Artists: Jeannie Huynh (Remedy), Sam Evenson, Yukiko Ishiwata

3D Artists: Felix Urquiza, Corey Landvogt, Jason Jansky, Blake Guest, Peter Claes, Jae Jun Yi, Michael Comly, Daniel Soo, Michael Lori, Danny Garcia, Freddy Parra, Kelly Perez, Katie Yoon, Cory Cosper, Elizabeth Hammer, Justin Tirado
Matte Painter: Itai Muller

Producers: Mike Pullan, Natalie Ksiazek
3D Lead Artists: Olivier Varteressian, Emily Meger
3D Artists: Aton Lerin, Paul Liaw

Senior Producers: Abi Klimaszewska, Kennedy Davey
3D Lead Artist: Kathyrn Dougan
3D Artists: Riyad Hasan, Andrez Aguayo, Naotaka Minami, James Mulholland

Music (Licensed and Original/Arranged)
Licensed Music for New King
Track: “Livin’ Thing”
Artist: Electric Light Orchestra
Composer: Jeff Lynne
Publisher: Sony ATV
Label: Jeff Lynne

Licensed Music for Food Chain
Track: “Love is All Around”
Artist: Joan Jett and the Blackhearts
Publisher: Sony ATV
Label: Black Heart Record Group

Audio Post Company

Lime Studios
Audio Mixer: Matt Miller
Executive Producer: Susie Boyajan
Assistant Mixer: Lisa Mermelstein

Shoot Location:
New York City, Los Angeles