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Visit Volkswagen’s “What the people want” microsite and the first thing you’ll hear is the squeaky brakes of Max, the talking classic Beetle who stars in his own celebrity-filled talk show in TV spots, as he rolls up to a feedback-producing microphone. Pause too long before taking part in the central attraction of the site — the yes or no voting area that asks questions ranging from “Do you want bloggers to shut up?” to “Do you want to live forever?” — and the playful black bug pipes up with one of several encouraging comments in his exaggerated German accent: “Don’t be a scary rabbit, go ahead and vote!” or “I can’t vote for you, I don’t have any hands.”
Max, the brand’s official spokescar, appears in the German carmaker’s new advertising campaign, “It’s what the people want,” out of Crispin Porter + Bogusky, Boulder, Colo.,