PALM CREATES NEW VOLKSWAGEN SPOT
By Adnews Staff
Palm Publicité Marketing has created a new television commercial for Volkswagen's 2003 Jetta Wagon. The vehicle goes on sale next month. The 30-second spot broke in English and French-language versions in Quebec last week. In it, two mountain bikers race to see who gets to drive the Jetta Wagon. A supporting billboard execution has also been created, as has a poster to be used in showrooms. The billboard creative shows the mountain bikes on the roof rack of a Jetta Wagon with two sets of muddy wheel tracks running up the back side of the car. The showroom poster shows the Volkswagen-Trek Cycling team. The advertising is being accompanied by Volkswagen's sponsorship of three mountain bike competitions in Quebec: the Canada Cup last weekend, the UCI World Cup later this month and the UCI Master Championship in August.