Volkswagen Wants Latino Drivers

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.

“Volkswagen is a car we’ve known all our lives, whether in the U.S. or Latin America,” said agency co-creative director Priscilla Cortizas. “Yet brand awareness has never been articulated in Spanish.”

In fact, research shows that “Drivers wanted,” the tag created by VW’s lead agency, Arnold in Boston, is a disconnect with Hispanics, conjuring up, in some cases, images of livery service. “Our challenge was to capture the right insight and tailor it to the marketplace,” said co-cd Daniel Marrero.

In one 30-second spot, Mario, a fastidious twentysome thing, walks off a soccer field to his immaculate silver Beetle. Three muddied friends ask for a ride. Mario pops out of his car, opens the hood and looks in dismay at the empty space where his engine should be. The trio look elsewhere. “The new Beetle Turbo S. As quick as you are,” says the narrator.

Another spot shows a VW driver whose friends set off his car alarm to lure him away from talking to a young woman at a party.

Upcoming spots showcase the Passat wagon, GTi and Jetta.