This is an excerpt from an excellent post. I wanted to highlight the Volkswagen and Audi ads. Volkswagen has gotten a lot of flack lately over their misunderstood or poorly accepted “Don’t have a baby for German engineering” Brooke Shields series. The series with spokes-Bug Max got old fast. A lot of people missed the point of “The Family of the Future” spot for the Routan—although I did buy a white jumpsuit right after I bought my Routan. (The wife wouldn’t shave her head, though.)
Volkswagen then fired their ad agency at the worst time for the launch of the Routan. The CC hasn’t gotten a lot of recognition, either. It appears the Deutch agency is doing work that is at least critically acclaimed and focused.
On a side note, I didn’t realize that Nazi Germany’s police force was known as “Green Police.” That is an unfortunate quirk of history. Today, the market for VWs and Audis would associate the term with ecology and looming legislation. I suspect those who made the Nazi connection have already exorcized those demons or would never own anything manufactured by a company who was associated with Hitler’s “People’s Car”.
In recent months, I have been working diligently to expand my social media network. In my quest to build an online presence and to learn what social media is all about, I met Chris Baccus (@cbaccus). Chris is a digital brand guru from Detroit who has a successful blog and loves his red BMW 335i.A few weeks ago, he invited me to collaborate with him on a "She Said, He Said" piece all about the automotive industry ads airing during Super Bowl XLIV. Here is our take on we saw during the game last night.
Volkswagen “PunchDub”
SHE SAID: Having a brother six years my senior, my upper arm could never forget the pain it endured from the “Punch Bug” game of my childhood. There was a “Punch Bug” graveyard on the way to our Aunt and Uncle’s lake house that housed hundreds of broken down and beat up VW Bugs. My brother and I played the game every time we went to their place, both of us anxiously awaiting that lot. Whoever spotted it first not only won the game but also had the pleasure of endlessly punching his opponent in the arm.
The VW “Punch Dub” ad appealed to anyone old enough to remember the original VW Bug. It successfully spanned demographics both through the characters in the commercial and in its appeal. While memorable, I don’t think this commercial ignited a new game of “Punch Dub” in America. I doubt kids riding in their mom’s Routan today are looking for other VW’s so they can punch each other and shout a color.
HE SAID: This ad was an early favorite at the party I attended. People really enjoyed the end with Stevie Wonder and Tracy Morgan. In the beginning, it was a bit confusing to those who may not be familiar with the ‘punch bug’ game the concept is developed from, but it is effectively communicated in the 60 seconds.
Most surprising about the campaign is how VW extended the idea online with a video called “How did he play PunchDub?” where Stevie Wonder educates the viewer about a device that helps the blind “see” colors. It is a nice extension of the Super Bowl ad.
It was also nice to see VW not bring in the online personality of “Sluggy Patterson” who is currently leading the campaign through social media (see my blog post for more information.) VW realized the difference between online and TV and showcased PunchDub in a way that was more accessible to the large audience of the Super Bowl while maintaining the integrity of the campaign. This was by far my favorite ad from the industry Sunday night. It was simple, memorable and effective in communicating a passion for the brand. Plus I believe VW will build on the success of the ad as it continues to evolve the campaign.
Audi “Green Police”
SHE SAID: Audi’s commercial was much better than the PSA previews the company aired ahead of Super Bowl XLIV. I liked the rock n’ roll tune and the way Audi brought all of it together to highlight the product. Personally, I love the Audi A3 TDI – and it won Green Car Journal’s 2010 Green Car of the Year Award – so it wasn’t a tough sell from that perspective.
The German automaker was targeted greenies and car enthusiasts alike by wittily excusing the A3 TDI from a “Green Police” Eco Check Point. Car enthusiasts like me also enjoyed hearing the TDI’s exhaust and power as it navigated its way out of the checkpoint, dodging green traffic cones and speeding off into an enviro-conscious sunset.
HE SAID: In a world of Eco-Guilt, Audi decides to mock the ridiculousness of it all with a crew of police patrolmen busting yuppies and teens for all kinds of environmental mistakes. Eco-Guilt is a developing trend where people feel they are not doing enough for the environment. Even Oprah Winfrey’s “O” magazine covered the topic demonstrating there is a cultural awareness about the behavior.Audi received some early criticism around using “Green Police” which was a phrase used to describe Nazi Germany’s police force. Very few know about the history and it became a minor issue for the brand online, but soon dissipated after most acknowledged the “Green Police” name was about environmental “policing” for those not in environmental compliance and was simply a poor naming choice by the marketing team.
Cheap Trick did the soundtrack for the ad and the situations busting people for wrong light bulbs, using plastic bottles, and choosing plastic bags at the supermarket. The ad ends on a couple high notes with the “Eco Check” police checkpoint that lets the Audi A3 TDI go ahead and with cops stopping cops for using Styrofoam coffee cups. The ad received predominantly positive buzz online, which tells me it did get its message across effectively. Overall it’s another win for the Volkswagen Group.
