CP+B Intros VW 'Fast' Mascot

ATLANTA Leave it to Crispin Porter + Bogusky, the agency that introduced the iconic Burger King mascot with the outsized head, to try a similar tactic in its first advertising on the $400 million Volkswagen account.

VW GTI spots break during Saturday’s Winter Olympics coverage and employ a video-game-style mascot named “Fast.” VW described “Fast” as an icon that is not animated.

The effort introduces a redesigned GTI, the sports car of the VW stable, and the work from MDC Partners’ CP+B in Miami attempts to recapture the cult following the model once enjoyed among young car enthusiasts, VW said, though it declined to describe the spots in detail.

The ads tap into something known as “the tuner crowd” of mostly young males who like to customize their cars, the client said. The ads promote the GTI as “the original pocket rocket,” a slang term popular with that group.

CP+B executives declined to discuss the new ads.

The ads also stress the company’s German heritage and its reputation for craftsmanship. VW’s Teutonic roots also are evident on a Web site, www.projectfastcom, the company launched last week as part of the new campaign. A male voice with a thick German accent questions visitors about the concept of fast and its importance.

VW shifted its North American creative duties to CP+B without a review last December following a 10-year relationship with Havas-owned Arnold in Boston. The latter had coined the phrase “Drivers wanted” in a long-running campaign.