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Nearly five years ago,
Arnold Communications in Boston introduced its first commercial for Volkswagen. It was the Auburn Hills, Mich.-based automaker’s 40th anniversary, but instead of focusing on VW’s tie-dyed past, Arnold looked to the future–to the Gen-Xers who would take the brand into the next century. And so it has.
Since its first work introducing Volkswagen’s “Drivers wanted” positioning–a frenetic spot called “Java Girl,” featuring a salesperson amped up on coffee–Arnold has made Volkswagen a cool, popular car again.