Arnold Unveils Push for Jetta

Addressing outdoorsy, adventurous types in a breaking TV campaign, Volkswagen of America boasts that its new Jetta Wagon can haul “70 square feet of anything.”

Creative from Arnold in Boston, features hiker and camper imagery in an effort to appeal to the target demographic.

“We chose the outdoor environment because Jetta owners are active, tend to be hikers and outdoors types,” said Arnold executive vice president/group creative director Alan Pafenbach. Average owner age for the Jetta Wagon is 31.

Creative, set in an arid wilderness, shows a tent and the front of the Jetta. As a couple talk, the camera pans around the site, revealing that the Jetta is not a sedan but a wagon. The hatch opens and viewers discover that the couple slept in the vehicle, not in the tent.

Placement includes prime time shows that appeal to young adults, including Ally McBeal and Everybody Loves Raymond.

Three print executions set to appear in July build on the “70 cubic feet” theme and feature overhead shots of the car, minus the rear section, which is filled with various rectangular objects mirroring the shape and color of the auto, including a hiking backpack, a chest of drawers and lawn-care products.

Print placements include Rolling Stone, Bicycling and Backpacking.

Spending was not disclosed. Last year, the Auburn Hills, Mich., company spent nearly $100 million on the Jetta, per Competitive Media Reporting. Overall VW of America ad spending was nearly $350 million.

Arnold last month broke fresh creative for the New Beetle touting the car’s design as being “Round for a reason.” The Beetle and Jetta ads retain Arnold’s long-time tag, “Drivers wanted.”

The April launch marks the first time the Jetta brand has had a wagon in the U.S. The Jetta Wagon sold in Europe for two years as the Bora.

The wagon, which vies with the Ford Focus wagon and scaled-down SUV’s such as Subaru’s Forester, comes as sales rose more than 6 percent in March for Jetta, which is currently the top-selling European nameplate in the U.S.

Sean Homayoun, sales manager at Volkswagen of Santa Monica, Calif., said the Jetta model is the No. 1 seller in his showroom. “My buyers are college educated, and it’s typically their first new car purchase,” he said.