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VW chooses Deutsch LA as its new ad agency
Chrysler, Cadillac, and Chevrolet aren't the only folks looking for new advertising agencies on the assumption that, to quote GM CEO Fritz Henderson, "We can do better." For the last four years Crispin, Porter and Bogusky has attended to Volkswagen's advertising needs, bringing us moments like the return of the "Rabbit" name, that talking black Beetle, the "Find Your Fast," "Unpimp Mein Auto," "Meet the Volkswagens" and Brooke Shields hawking Routans.
Now it's the turn of Deutsch LA, who won VW's print and digital business. VW has just 2% of the U.S. market, which is about half a percent higher than when Bogusky took over, but they desperately want to get that higher and they'll be showering $200 million on Deutsch LA to make that happen.
Deustch LA's last automotive account was Saturn, and we'll assume the reason we can't remember a single Saturn commercial is due to GM's lack of ad creativity, not the agency's. VW is known for its willingness to go bold with campaigns, so we look forward to seeing what Deutsch can do.
[Source: Brandweek]
Reader Comments (Page 1 of 1)
ToniCipriani 7:17AM (10/26/2009)
Aww, it's not Clarkson...
The new Scirocco TDI. From Berlin to Warsaw in one tank.
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Joey Mazz 2:05AM (10/27/2009)
Yes! I thought that video was hilarious, but apparently the people of poland didn't appreciate the humor...
Jason 8:00AM (10/26/2009)
The cleverness and memorability of ads has a lot more to do with Volkswagen's corporate culture than the creativity of the ad agency. I wouldn't expect brilliance from a company that seems to be playing it safe these days.
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tuna 2:45PM (10/26/2009)
Uh no. Ad agencies always try to come up with clever ideas. They may not always succeed, but they always try. It's their job. What you, as a consumer of media, sees is a combination of what the ad agency has come up, and what the client corporation was willing to spend money to produce. Some times, it does become one-sided, where the ad agency submits clever ideas only to have the client tell them to do something entirely different and far more conservative. Those on Madison Ave. know, this is most often the case... especially during bad economic times.
Jason 9:37PM (10/26/2009)
Uh, yes. What you described was exactly my point. It's much, much easier to come up with a really clever campaign than it is to convince an international automaker like Volkswagen to actually approve it.
fixitfixitstop 8:08AM (10/26/2009)
While it's true that I would like a home with that many garages, I wouldn't want to have to mow my driveway.
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ringring 9:06AM (10/26/2009)
When you have that many cars in that many garages, I don't think you need to worry about mowing your driveway mein friend.
Merritt Johnson 10:29AM (10/26/2009)
The house is an Eichler home in Orange, CA. It really only has one garage bay and the others were created with a facade for the commerical/photoshoot. The whole driveway was temporary too, so it really never had to be mowed.
Randy 10:54AM (10/26/2009)
I actually loved the "unpimp mein auto" commercials.
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ashwinaj 11:26AM (10/26/2009)
While I understand that improving your brand image is important, but at the end of the day it all boils down to the quality of your cars and the dealership service experience. There are just too many horror stories about VW quality and dealership experience on the internet. They need to tackle that first IMHO...take a cue from Hyundai
I don't think people are dumb enough to consider a VW just because Heidi Klum running around in minimum clothing around a V-dub...
Well maybe...mostly
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Tony 12:59PM (10/26/2009)
Hmmm that jetta looks pretty good with the matched body color front grille instead of the chrome(or maybe its just chrome and I need better glasses).
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ls 4:41PM (10/26/2009)
The unpimp the auto commercials were the best car ads of the last ten years.
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