Volkswagen of America Inc. will kick off a two month integrated marketing campaign with a new 30-second commercial during the Super Bowl on Sunday, Feb. 7.
The spot — the first work created for Volkswagen by its new creative agency Deutsch LA — will debut a new approach to the Das Auto tagline and positioning, according to the car maker. This is the first time in nine years Volkswagen has advertised during the Super Bowl.
“As an iconic brand that has achieved pop cultural status in America, people think they are familiar with all there is to know about Volkswagen,” said Tim Ellis, vice president, marketing, Volkswagen of America, in a release. “This campaign gives consumers a reason to take another look at the brand and our vehicle offerings.”
After the campaign, a campaign including online elements, supplemental TV spots, outdoor ads, radio commercials and newspaper advertising will coordinate with efforts at Volkswagen dealerships. Digital and social media elements will also be used.
Max the Beetle
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