Volkswagen of America announced the launch of a campaign yesterday called DAS AUTO, literally translated to "the car." Part of a global brand platform, DAS AUTO will build on Volkswagen’s unique place in pop culture through its message of It’s What the People Want.
The campaign introduces Max, an iconic, quirky, talking 1964 black Beetle. DAS AUTO kicks off with an extensive targeted television, print and online advertising effort, as well as integration into social media channels. In each spot, Max has candid conversations with notable figures from pop culture in a talk show setting.
The discussions focus on Volkswagen’s intuition on what it is the people want. Guests include supermodel Heidi Klum, pop and TV personality David Hasselhoff, Star Trek’s Leonard Nimoy, NASA astronaut Richard Searfoss,
music-sharing innovator Shawn Fanning and former basketball coach Bob Knight.