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Volkswagen breaks Power to the People campaign

Volkswagen Canada has begun a new advertising campaign called “Power to the People” for its 2019 Jetta GLI sedan. The campaign, developed by DDB Canada of Toronto, features NASCAR driver Maryeve Dufault driving through her hometown of Sorel-Tracy, QC. The footage used in the ad was captured by approximately 100 residents of the town using phones, handheld cameras and remote controlled drones. The campaign includes 90-, 30- and 15-second versions ad in English and French. It is running in cinemas and online, accompanied by social media advertising. The campaign will run for five weeks. Media work is being conducted by Touche.

“With full sport suspension and 228 horsepower, the GLI is the most powerful Jetta ever,” said Virginie Ludmer, marketing manager at Volkswagen Canada. “It’s such an exciting, eye-catching ride, we knew people would want to capture footage of the vehicle in action. So, instead of filming our own ad, we wanted to show off the Jetta GLI through the eyes of our fans.”

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