VW Delivers Das Punch Line

He’s old, he’s cantankerous — and he’s carrying a good deal of weight on his slightly stooped back. Charlie “Sluggy” Patterson, as he’s been named, is the fictional character in an online teaser campaign introducing American consumers to Deutsch’s new brand platform for Volkswagen. The marketer is making no small bet that Sluggy, and the punching game he advocates as part of the “Punch Dub” campaign, can help raise awareness of the brand beyond its most iconic nameplate, the Beetle.