Sex sells cars. Who knew?
In its new commercial, Volkswagen goes all hot and steamy in order to up-sell drivers into larger, more family-friendly VWs. While Dean Martin croons his cover of “The Birds & The Bees,” we see a young couple demonstrate how the Love Bug earned its nickname. Nature takes its course, and they find themselves at the VW dealership trading up to a larger vehicle for their growing family. The cycle continues in various remote locations complete with fogged-up windows and rhythmically rocking chassis. (Suspension disbelief: babysitter availability). And speaking of suspension, VW may want to adjust theirs if customers are going to be testing them so vigorously.
The spot keeps it up for :60, and to its credit, delivers the goods. It’s quite fun, a bit naughtier than expected from mainstream advertisers, and unambiguous in communicating the brand message. The commercial ends back in the woods, the couple now rocking a VW Family Truckster. The reveal — only slightly tipped — is all the action inside is now being generated by their Von Trapp-sized family. Don’t despair. You’ll get your privacy back in about 18 years.
https://youtu.be/zVIWcDIuxZ0
The past few years have not been kind to Volkswagen. Their reputation took a pounding when it was exposed the company was caught mucking with emission software . Billion dollar settlements, massive recalls and auto industry Schadenfreude ensued. VW stock price plummeted and just recently has shown signs of recovering. But through it all, the company has managed to keep a good consumer face with its advertising. Instead of going completely dark, or safely humble, VW and its agency Deutsch have kept the brand relevant with advertising that fits its counter-intuitive, smart audience.