VW's "Drivers Wanted' Ads Enter Third Phase

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Latest Arnold-Created TV Campaign Touts Models’ Special Features
BOSTON-Volkswagen of America has rolled out new commercials from Arnold Communications that tout standard features, a departure from its brand-building ads for specific models.
Liz Vanzura, vice president of marketing for VW, described the ads as “more tactical” in nature, focusing on specific product features. The ads represent the third phase of a yearlong advertising program aimed at maximizing “the buzz” around the brand, she said.
The first phase of the automaker’s 1999 advertising broke in December, a series of three teaser spots that titillated viewers with the “new VWs are coming” message.



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