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Did you see these Volkswagon commercials over the weekend? I know they have been probably around for about 4 weeks now, but they slipped in past my TiVo and scared the hell out of me....
I don't know what freaked me out more, the Giants and Rutgers both losing this weekend or these ads. I had to rewind them about 3 times each. Now, I don't think they are going to make me go out and buy a Volkswagen (strictly Japanese in this household), but for advertising these are a home run.
Target audience was probably the 25- to 30-year-old crowd with a message that a VW will save your life and your co-riders life in a car accident. Powerful and simple message that breaks through the clutter. Nicely done. Why don't you ditch the Slash guitar ads and just pound these home? Talk about scaring a car buyer into the safety message!
PardonMyFrench,
Eric
Ad #2
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Comments
Agreed. When was the last time Slash was relevant? 15, 20 years ago? They should keep the crash/safety ads and the Vdub-Unpimp Your Ride ads going.
I will say that the Slash ad is at a disadvantage creatively in that it's focused on a specific promotion (free guitar w/car purchase) whereas the other VW ads mostly focus on awareness and branding.
my 2 cents,
CS
Posted by: CitizenShay | 12.06.06
That Tivo's really got you out of the pop culture zone Eric, ;) These ads have been running since March or April of this year. They're care of CP+B and I think are the strongest ads from them since they won the account a year ago.
CS, Slash is extremely relevant to just about any rock musician, including myself. CP+B likes to play the pop culture card and they did just that with Slash, John Mayer, etc... These are axemen considered to be among the best of all time. Quite memorable and remarkable.
I haven't seen any numbers, but I do think the VW Rock campaign was effective.
http://www.v-dubsrock.com/
Posted by: Travis | 12.06.06
Oh I don't doubt that they've been around for a while. I wield that TiVo remote like a Ginsu (sp?) knife....I guess they finally bought media that I was watching - Football.
Eric
BTW - the ads still scare the heck out of me.
Posted by: Eric Frenchman | 12.06.06
I currenty drive a VolksWagen VR6 Jetta. I am highly supportive of the company’s marketing strategy. I feel these commercials are bit raw but definitely get the point across to consumers. I recently was involved in an accident and nearly totaled my Jetta. Luckily no one was injured, but I strongly feel if I was in any other sedan (besides Volvo) I might seen an emergency room that day. People need to see the reality of unexpected car wrecks. I give props to Volkswagen and their innovative advertisements. I am anxious to see how effective these ads are in terms of their car sales and how it may change the perspective of car shoppers.
Posted by: Brooke | 12.11.06