NEW ADS FOR VOLKSWAGEN
By Adnews Staff
Volkswagen A.G. wants drivers. The car manufacturer is launching a North American TV and print campaign today targeting consumers 45-years-old and younger. The tagline for the all the ads is "Drivers Wanted." The closing line for the 10 TV commercials is "On the road of life, there are passengers and there are drivers." One spot featues a man sitting at a computer in a dark office. He says, "I've got gigabytes. I've got megabytes. I'm vocie-mailed. I'm E-mailed. I surf the net. I am cyber-man. So how come I feel so out of touch?" This is followed by a shot of the Volkswagen Golf cruising along, and a printed message that the automobile "reconnects you..." Another 60-seocnd spot shows the fleet of Volkswagen models that will run on TV and in movie theatres. It features a clean-cut Generation X man zipping around the World Trade Centre in New York. He says, "Today's moderm man is safe. Insulated from the elements. We have climate control. Home shopping. Five hundred channels. We can surf the net. We even have cars that are so smooth and quiet, you don't even know you're driving." Then music kicks in and words appear on the screen. "Wake up. This is about feeling something again. It's about living. Not just being alive...It's about getting your money's worth. Not being taken for a ride. That's German engineering. Technology that invigorates. Never isolates..." The campaign was created by Arnold Fortuna Lawner & Cabot of Boston, who won the account in March. The business had been with Berlin Cameron Doyle of New York for 16 months.