Das Auto. Das Questionable.

Recently Volkswagon has been running a new ad campaign with the tag “Das Auto.” The ads feature a classic 1964 black VW Beetle named Max who in his quirky German accent interviews celebrities like Heidi Klum and David Hasselhoff. VW has always been known for edgy and creative advertising. Heck, they pretty much single-handedly changed modern advertising with their “Lemon” ad. I love the idea of the car interviewing celebs in a talk-show format complete with a band of weirdos playing on the side. And the banter between the characters is funny enough to make me stop my DVR so for pure entertainment value I would give these ads an “A.” BUT. There are a couple things about the ad that make me stop and say “Really?” First, the fact they are using an old car. On the one hand I get it. It’s an icon that represents the whole VW brand and a newer Beetle wouldn’t have the same quirk factor. But is that the best way to sell new cars? To show the old cars? It’s like when a Chevy ad featured their old muscle cars next to their new cars. The new cars aren’t as cool. Don’t remind people how cool your cars used to be if they’re not cooler now! I kinda feel VW runs the risk of doing the same with Max. Second, the fact they are using Das Auto (The Car) and saying it’s all about “what the people want.” While on the surface it seems okay and perhaps enough time has gone by but have we forgotten that VW was invented because Hitler commissioned Porsche to build something “for the people?” (side note: some say Hitler named the Beetle too.) Bringing the concept back to this seems a little creepy to me particularly when you are using the classic Beetle. So overall I would say these ads, while not Volkswagon’s best, they’re still worth watching. Check them out here: http://www.volksbloggin.com/2008/04/16/das-auto-volkswagen-advertising-strikes-again/ I would have done a YouTube link but I think it’s funny that this site is called Volksbloggin!

About the Author: Holly Ringerud

As Senior Copywriter at Off Madison Ave, Holly uses her mastery of the written word to concept ideas and craft copy for a variety of clients. Print ads, brochures, TV, radio, direct mail, banner ads, websites, you name it, she's written it. Holly received a Copywriting Certificate from Brainco - The Minneapolis School of Advertising.

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