German car makers are attacking Super Bowl 2010. American car makers are pulling out of Super Bowl and the Germans are moving in. Besides Audi, Volkswagen will also run a commercial at the Super Bowl 2010.
The Volkswagen Super Bowl XLIV ad will debut a new approach to the Das Auto tagline and positioning, and is the first step in a much larger multi-faceted campaign to increase model awareness and familiarity by reminding consumers of all the new Volkswagen products on the road.
The Volkswagen Super Bowl 2010 ad marks the first time in nine years that Volkswagen has advertised during the Super Bowl. Volkswagen has done some fun ads. It will be interesting to see what they serve up for Super Bowl.
"With its size and reach, the Super Bowl is the ideal stage for Volkswagen to debut the new campaign to nearly 100 million viewers," said Tim Ellis, Vice President, Marketing, Volkswagen of America. "As an iconic brand that has achieved pop cultural status in America, people think they are familiar with all there is to know about Volkswagen. This campaign gives consumers a reason to take another look at the brand and gain new perspective on the breadth of our vehicle offerings, quality, performance and value."
Immediately following the Super Bowl, Volkswagen will kick off a two-month campaign that will run extensively throughout February and March to support its national sales event. The push will include TV, Online, Outdoor, Radio and Newspaper, and every Volkswagen retail facility nationwide. A digital and social media program will engage consumers with the entire Volkswagen product family. Max the Beetle, who helped to establish "Das Auto" in the U.S. market in 2009, will not appear in the new campaign.
In phase two, the campaign will more clearly define what goes into a Volkswagen today. Leveraging the tagline, "Das Auto," the campaign will promote the innovative features and benefits of modern-day Volkswagen products. The spots will define how Volkswagen is delivering German Engineering at a great value in the often playful yet direct Volkswagen tone.