Volkswagen

The Challenge

Arnold Arnold Worldwide asked us to create a radio campaign that focused on the passionate relationship VW owners have with their cars, and on the distinctions the brand had received from J.D. Power and Associates. The campaign covered the Jetta, GTI, New Beetle Turbo and Passat models.

Strategy

GEOVISION's strategic approach was to use humor to highlight owners' obsessions, playing with some Latino stereotypes and cultural traits, and to stress the quality of VWs.

The Solution

Our creative team developed refreshing copy that resonated with the audience while making use of cultural nuances that could be understood by any Latino group. The obsessions were slightly absurd to drive home the point that there is no limit to how much one can care about a car. Casting was done in Los Angeles and directed by Juan Mandelbaum.

VOLKSWAGEN: RADIO SPOTS (Spanish; Subtitled)

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