Volkswagen of America will premiere a 30-second spot during the 3rd quarter of Super Bowl XLIV. The spot will debut a new approach to the Das Auto tagline and positioning, and is the first step in a much larger multi-faceted campaign to increase model awareness and familiarity by reminding consumers of all the new Volkswagen products on the road. This marks the first time in nine years that Volkswagen has advertised during the Super Bowl.
Immediately following the Super Bowl, Volkswagen will kick off a two-month campaign that will run extensively throughout February and March to support its national sales event. The push will include TV, Online, Outdoor, Radio and Newspaper, and every Volkswagen retail facility nationwide. A digital and social media program will engage consumers with the entire Volkswagen product family. Max the Beetle, who helped to establish “Das Auto” in the U.S. market in 2009, will not appear in the new campaign.
Anthony Mangle, for MWW Group, tells RBR-TVBR the spots will air on early morning, late night and sports properties.
In phase two, the campaign will more clearly define what goes into a Volkswagen today. Leveraging the tagline, “Das Auto,” the campaign will promote the innovative features and benefits of modern-day Volkswagen products.
The Super Bowl spot is the first work created for Volkswagen by its new creative agency, Deutsch LA.