How Volkswagen Found the Perfect Moment for Its Latest Safety Spot

Inside Deutsch's 'Baby' ad for Jetta

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IDEA: If you have kids, you may never have driven as fearfully as when you pulled away from the hospital with your firstborn. It’s an auspicious moment to base an auto-safety ad around, and a perfect one for Volkswagen, it turns out, which is fine-tuning its Jetta targeting— traditionally singles—to include young married couples. A new spot from Deutsch shows a man and woman taking their newborn son home, but facing danger immediately as a van cuts them off.

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