Posted By
TRACY SCHNEITER
on
2/1/2010 4:11 PM
With Super Bowl 44 fast approaching, it’s been a tough year for automakers to decide whether to enter the expensive commercial fray or not. Certainly it would be considered unwise to waste taxpayer money for Chrysler and GM. But perhaps it signals another change going on in the industry as other automakers are shaking things up and dipping their toe in the proverbial beer bowl. Volkswagen is going to premiere a 30-second ad in the third quarter of the game. This will be the first time in nine years that VW is airing during Super Bowl game time.
The campaign (subtitled “Punch Dub”) is based on the concept of Slug Bug – when you would see a VW Beetle you would call out “Slug Bug” and then slug your friend (yeah, nice friend, I know). VW is bringing this concept alive again but based on any Volkswagen model and will expand the ad campaign to social media (Facebook, Twitter, etc.) as well. Here at IRN we don’t see this as an isolated fun little ad campaign that starts in the second half. This is a sign that VW is roaring back with a new campaign designed to play on historic strengths, current vehicle line up and rev up more business to assure both their Chattanooga and Puebla plants are kept humming along. After all, Volkswagen’s sales were only off 4.3% in 2009 from 2008 levels - - not too shabby considering the industry average was down over 20%.
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