Volkswagen Wants Latino Drivers

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Volkswagen of America is challenging U.S. Hispanic consumers to “¡Agarra calle!”

The phrase, which translates to “Take the road!” is the tagline for Creative on Demand’s first work for the automaker. Spending is undisclosed.

The Coral Gab les, Fla., shop has created six TV spots—breaking in the next month on Telemundo and Univision—to convince Latinos that the VW brand is familiar and exciting.

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