VW to Launch Hispanic Campaign

Creative on Demand’s latest TV commercials for Volkswagen of America play off—and build upon—Hispanic consumers’ intense brand loyalty.

Two 30-second spots by the Coral Gables, Fla., agency are set to break in early October on Univision and Telemundo, as well as on local Spanish-language outlets in select markets.

“¡Agarra calle!” (“Seize the road!”) is the tagline. Creative on Demand, which won the car maker’s Hispanic business this spring, is charged with reaching Spanish-speaking consumers who, client research revealed, were not responding to the general-market “Drivers wanted” tagline from VW lead agency Arnold in Boston.

According to Creative on Demand creative director Daniel Marrero, the shop’s first VW spots, which broke in June, branded Beetle owners as “fun-loving, clever people” driving “smart, reliable cars.”

In one new spot, “Empathy,” a man berates some con struction workers on a scaffold for letting dirt and dust fall on a VW Passat below. When he is blown off, the fellow seeks the aid of another pedestrian, then cleans the car with his hands. The next scene shows him with his own Jetta as a voiceover says: “Only a Volkswagen driver knows what it’s like to be a Volkswagen driver.”

In “Road Emergency,” a couple and their toddler drive on a highway in a Jetta station wagon when an “emergency” develops. The driver rolls up his sleeves and opens the rear compartment. The emergency turns out to be a diaper in need of changing.