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VW and Deutsch aim to put a smile on American faces battered by election ads

We observed the other day buying a car these days is more protracted than buying a house: the automakers want to know everything about including, maybe, your inside leg measurement.

The more agreeable aspect of this nosiness (if you’re into this kind of thing) is their determination to shower benefits of one kind or another on customers or likely customers.

Part of this is by building up online communities.

Volkswagen is trying to do this in the US with a new online offering Why VW (no question mark but this is the 21st century) which, in turn, is divided into two sections: values and stories. It wants stories from people which, presumably, underline VW’s ‘values.’

This is the work of Deutsch LA which has also produced this interesting campaign, ‘Smiles.’ There’s lots of merriment but no cars in a punchy 30 seconds.

If you’re not half a VW fan you won’t get it, but that’s clearly not who they’re selling to. Arguably VW in the US is more synonymous with the quirky Beetle than elsewhere, where it’s more likely to be a Golf, Polo or Passat.

In a nice twist Deutsch says the ads will run in breaks expected to be dominated by political advertising in the run-up to the November 6 presidential election. When a bit of light relief will be needed of course.

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