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Tuesday, April 18, 2006

VW: Is "Drivers Wanted" dead?

VW Jetta
BusinessWeek is speculating that VW's well-known ad slogan "Drivers wanted." might be dead.
You can pretty much take this to the bank. Though VW executives have been hedging, Volkswagen's ten year-old "Drivers wanted" tagline is dead. The new GTI work from new ad agency Crispin Porter +Bogusky, Miami didn't carry it. And neither does the new Jetta ad campaign. And when pressed at last week's New York Auto show, insiders said there's no intention of using the line in any ads this year.

The GTI ad campaign is but one piece of the evolving Volkswagen brand image. That work embodies the notion that driving Volkswagens is still a more fun experience than driving most Asian or U.S. cars, and that German engineering still matters.

The new Jetta spots do as good a job as I have seen in getting a very rational safety message across in an engaging and compelling way.

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Source: Business Week


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