The Voice of Reason Regarding a VW Commercial

Image via WikipediaI have commented a number of times about the "Slug-Dub" commercials and the ire they trigger in some people. Some people just spit out their strained peas when they saw people hitting others while a Routan drove by and the theme from "The Andy Griffith Show" played.

Image via WikipediaThe response of some is as if Volkswagen is a vestige of the Third Reich attempting the Fourth Reich by instilling the spirit of fascism in America. For the record, it was Mussolini and the Italians who were Fascists--never mind VW, watch out that Fiat doesn't corrupt America through Chrysler! The Third Reich was the invention of the National Socialists under Hitler. I never meant to bring politics into this, but if you listen to the Tea Party, Obama is trying to nationalize socialism here. How ironic, since the Nazis looked down on those of African descent as much as Little Rock and Montgomery did in the 1950s.

For those who are counting, I apologize that I can't work in Stalin, the Yugo and Bosnia, the Hutus and Tutsis, or General Tojo who supported Mitsubishi and the parent companies of Mazda, Suzuki, and Subaru. I can only offend so many people or car companies at a time.

The real reason for this blog entry is the reaction generated by this Volkswagen Jetta commercial:


Jason S. Harry, professional truck driver/blogger posted When Special Interest "Shoot the Gap" . The Owner-Operator Independent Drivers Association (OOIDA) has posted a comment on their Facebook page taking umbrage to this commercial and allowing others to vent their spleen. Jason takes a very reasoned view of the VW vs Safety vs Professional Drivers vs OOIDA issue, and comes to the conclusion that the majority of viewers would not assume that VW was instructing people to drive dangerously. Unfortunately, the majority of commenters seem to want to send a blitzkrieg against Wolfsburg (ironic because blitzkrieg was a German-named tactic and the advertizing agency is based in New York and Los Angeles) for having the audacity to show something that 1% of all drivers have never thought of doing and how the vilified professional driver will get the blame.

Jason makes some very good comments about the responses OOIDA receives. I'm sure he's indicating that the majority of professional drivers are not as knee-jerk as the commenters, just as the majority of Jetta (or any other 4-wheeler) drivers are not so brain dead as to pull a stunt to deliberately put 3 vehicles and their occupants in peril.

It occurs to me that the highways would be a safer place if we could put all the knee-jerkers and brain dead 4-wheelers in one room (the Superdome would be adequate, I think) so that they could act out their own nationally socialistic fascism upon the each other. The winner gets to clean up the mess.

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If You Want World Peace, Buy a Volkswagen

I have seen a couple more posts decrying the "violence" of "Punch Dub" and the desecrating of "The Andy Griffith Show."

First off, as to desecrating Opie, those people who watched the first runs and re-runs of "The Andy Griffith Show" also watched "The Three Stooges" and Warner Bros. cartoons. The things that happened to Wyle E. Coyote almost makes "Saving Private Ryan" seem tame. Even more damning, those same people also played "Punch Bug."

Pay close attention to these commercials. None of the passengers or owners of Volkswagens hit anybody. The Routan commercial that plays the "Andy Griffith" theme shows a family engaged in a common activity--it's their neighbors who are teaching the kids to be violent.

If VW or "Punch Dub" violence bothers you so much, start riding in a VW. And you must also avoid TV, movies,commercials, and discussion of the Bible's "End Times" if you want to insulate yourself from violence.

What if everyone drove a VW?

It's all about... blog

I always thought that Slug Bug was a game that you played whenever you saw a Volkswagen Beetle. What's up with the VW commercials that have people hitting each other when they see any VW car? I mean, don't get me wrong. I love that someone might get the opportunity to slug someone they know just because I happen to drive by them. But I wonder about the generalization of this very specific game. I am concerned that it's gone too mainstream.

And what do the people say when they see the cars? According to the commercial, one only needs to say what the color of the car is when they slug the person. "Red one." "Blue one." "Black one." Bam. Bop. Bam. I think they should have other little crazy rhymes for each model, as there is "slug bug."

"Getta Jetta."
"That's-a Passat-a."
"Futon Routan."
"Rolf Golf."

Never mind. This is kinda stupid. But I do wonder about those commercials, and why it's no longer a Beetle game.

Posted by Kimmie G at 10:14 PM

"I'm not teaching my kid to hit"

I have gotten a couple of comments on posts relating to the Punch Dub game. In one of my previous posts I mused that Punch Dub might be a faux pas. Well, I don't know how strong the backlash is, but the campaign is getting people to notice Volkswagen and Routan.

If you play Punch Dub, you see how large a market share VW has. You also notice that Volkswagen is not just New Beetle or Jetta. They have vehicles in a number of segments, and there are a lot of older VWs still on the road. This was a masterful stroke on Deutch's part to get people to realize that VW is Americanized enough not to be a problem but European enough to let you feel you're in the same league as BMW, Porsche, and Ferrari.

The campaign has increased talk about VW as well. "Punch Dub is just bullying." "How did they get that baby to cry?" "They didn't have a brat punch an old man in the groin, did they?" "I'm not punching for Routans, that's just wrong." "Stevie Wonder knew what color that VW was--how did he do that." "Routan Dad takes his kids around the block twice so they can see their neighbors punch each other." "Tiguan, where?"

Compare that to talk about Toyota. "The new Lexus rolls over." "Man, Toyota can't build anything right." "Computer problem or not, they sure have a lot of trouble." "I'll never buy a Toyota." Toyota's sales numbers were not down last month. Toyota owners still have a lot of loyalty for the company.

But perceptions about the Toyota cars themselves are being formed. In the VW commercials, on the other hand, negative perceptions of the game and the commercials are being formed among some, but the cars themselves are getting noticed by people who wouldn't have given VW a thought otherwise. In a sense, if you hate Punch Dub it's not Volkswagen's fault.

Hitting for the game, social contact if you will, may be a good thing. People will touch and let themselves be touched in Punch Dub when they wouldn't otherwise. Social contact is good, even if not all social contact is pleasant. Those who turn the game pathologically violent didn't become pathologically violent because of the game. Society and their interaction with it warped them more profoundly than Punch Dub. (In a sense, Punch Dub helps us identify some pathologically violent so that we can get them help or avoid them.) Punch Dub can be an avenue to teach kids social boundaries.

I believe the physicality of Punch Dub can be socially acceptable. Can we say the same about toy guns and play shooting other people? So much of entertainment media feature violence. Gratuitous and excessive violence can be decried, and we must teach our children that violence is not socially acceptable. But what about the shows, movies, and games where the good guy accomplishes a good purpose by means of violence--often outside what is socially acceptable?

Bravo, Deutch. You got us talking and you got us seeing Volkswagens.

Oh--tap!--"Red one!"

YTD to March Routan Sales

This is not an official release from Volkswagen of America. March Routan sales increased year over year, and it increased it's market share % over 2009. Model awareness is building now that ad agency Deutch is placing Routan ads on TV. The Punch Dub ads not only feature the Routan, but by playing the game the public increases their awareness of the modern Volkswagen.

On February 6, 2008, Associated Press reported, in part: "[Volkswagen of America President and CEO Stefan] Jacoby said the minivan market still is approaching 1 million vehicles a year, and Volkswagen would like to capture 3 to 5 per cent of that."

PRNewswire published the March and YTD sales figures of the auto-makers who sell in the U.S. From these reports, we glean the following data:
Brand YTD - 03/10
Chrysler 24,580
Dodge 21,437
Honda 22,985
Kia 4,397
Mazda 5,217
Nissan 142(discontinued)
Toyota 14,390
Volkswagen 3,226
Total 96,374
Volkswagen's market share of van sales is 3.35%, right where Volkswagen of America was aiming for. Volkswagen has gained market share where they had none.

YTD to Feb Routan Sales

This is not an official release from Volkswagen of America. February Routan sales increased year over year, and it increased it's market share % over 2009. Model awareness is building now that ad agency Deutch is placing Routan ads on TV. They have resurrected the "Wet Boy" spot for the time being. The Punch Dub ads not only feature the Routan, but by playing the game the public increases their awareness of the modern Volkswagen.
On February 6, 2008, Associated Press reported, in part: "[Volkswagen of America President and CEO Stefan] Jacoby said the minivan market still is approaching 1 million vehicles a year, and Volkswagen would like to capture 3 to 5 per cent of that."
PRNewswire published the February and YTD sales figures of the auto-makers who sell in the U.S. From these reports, we glean the following data:
Brand YTD - 02/10
Chrysler 13,180
Dodge 13,688
Honda 12,315
Kia 1,906
Mazda 3,602
Nissan 116 (discontinued)
Toyota 6,615
Volkswagen 1,824
Total 53,246
Volkswagen's market share of van sales is 3.43%, right where Volkswagen of America was aiming for. Volkswagen has gained market share where they had none.

The "Mystique" of Volkswagen, Not the Mistake of "Punch Dub"

My kudos to Deutsch LA in their work on the Punch Dub campaign.

In preliminary buzz, we heard a lot about "Sluggy" Patterson, the inventor of "Punch Buggy" or "Slug Bug." Some of us cared about knowing more, and others didn't. I don't know who orchestrated the social media presence, but you could learn more about him--reach out and slug him, so to speak--on Twitter and Facebook, if you cared to do so.

Shortly after word got out that Tracy Morgan was going to cameo in the Super Bowl ad, a comment or two went up tying Tracy Morgan and his past problems with the game, and how they both encouraged domestic violence.

I'm assuming--but I didn't bother to look it up--that Deutsch runs the Audi campaign as well. After the fact, I learn that "Green Police" was the Nazi Constabulary.

I saw a thread running here. It reminded me of an "Are You Being Served" episode where the department store decided to have a German week, and Mister Grainger had to deal with a German tourist who wanted to buy a British Tweed jacket. Mister Grainger wanted to sell the German tourist one of those Bavarian caps that have what looks like a shaving brush stuck to the side. After exchanging comments like "Aren't you proud of being British," and "Aren't you proud of being German," the German tourist storms out (like a trooper?) spouting German, and Mr. Grainger saying "Damn, Bosch. We did win the war, you know."

It also reminded me of an episode of an episode of "Fawlty Towers" where John Cleese as Basil Fawlty goes over the top dealing with German tourists and ends up putting a comb under his nose like a moustache and goose-stepping around the dining room.

I could see the "Punch Dub" campaign spiralling down like a Messerschmidt in flames. You'd have Tracy Morgan reminding people of how Jesse Owens rubbed salt into the Nazi's wounds at the Berlin Olympics, but also kindling the idea that violence is a form of recreation. Max the Beetle would show up in black with red zigzags on its side and a stubby mustache on its front. A German helmetted driver would pass by in a Thing (which is in reality a WWII German Jeep-equivalent) Max would start spewing Hitleresque diatribe about das Volks Wagen (the People's Car) and World domination of the auto market.

But Deutsch pulled it all off by not only not staving off anti-Semitic/anti-Germanic hate/fear/dread/loathing, but making people feel good about recognizing automobiles that are well designed, engineered for the World Market, and that meet the needs and sensibilities of Americans--with humor.

Some concentrated on Tracy Morgan, but Deutsch made Tracy a prop to Stevie Wonder-the Ambassador to World Peace. What a great stroke of genius. Not only did Stevie Wonder "see" the VW and punch Tracy first, he even declared the color. Tracy said, "How did he do that?" Well, here is a YouTube explaining how he did it.



The music Deutsch chose was fitting, as well. It's indie-folk rock. I gather this genre exists and thrives due to the iPod and MP3 players, so it is fitting for the iPod crowd. It is trendy, cutting edge, and has a"literati" feel to it. It is not jarring for those of us who are aging hippies. (And after seeing "The Who," we realized that "our music" just might be killing us--look what it did to band!)

The song is "Two Weeks" by "Grizzly Bear". I found a new bad to follow. I hear a little Billy Joel/Jackson Brown feel to it--not in a derivative way. Here is the song as it was played on David Letterman.



And finally, here is the full 60-second spot.

Volkswagen Super Bowl Commerical -- What's the Song?

In reviewing the traffic on my blog, I see that I got a lot of hits related to a search for the name of the song used in the "Punch Dub" spot. Here is perhaps a more definitive answer to the question from someone who is surely much more knowledgeable of current music than I am.

AOL Radio Blog

Posted on Feb 7th 2010 9:18PM by Jocelyn Voo

You probably played the "slug bug" game when you were a kid -- punching the poor soul who happened to be within arm's reach as a Volkswagen rolled by -- and the nostalgia certainly isn't lost on the German automaker, whose "Punch Dub" commercial aired in the third quarter of the Super Bowl with the dreamy vocal harmonies of indie folk-rock band Grizzly Bear's 'Two Weeks' wafting in the background.
Based in Brooklyn, Grizzly Bear came onto the scene in the early '00s playing alongside as varied acts as fellow indie group The Dirty Projectors, alt-rock legends Radiohead, and the Los Angeles Philharmonic Orchestra. 'Two Weeks' is the second track off the group's hugely popular third album, 'Veckatimest,' released in May 2009 and named after a tiny island on Cape Cod. It's also the first single off the record.
And while the band has been largely popular with music critics ('Two Weeks' ranked as no. 162 in Pitchfork Media's Top 500 Tracks of the 2000s, and 'Veckatimest' was voted Stereogum's 2nd best album of 2009) and mainstream media as a whole (the VW ad, of course, and also an episode of the CBS sitcom 'How I Met Your Mother'), they've still retained many of their original rabid fans -- one so much than he made a very cool CGI video homage to 'Two Weeks.' Check it out alongside the VW commercial after the jump.

Two Weeks - Grizzly Bear from Gabe Askew on Vimeo

Super Bowl Automotive Ads: She Said, He Said Analysis with Chris Baccus

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”.

Be Car Chic blog

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.

Is Volkswagen making another PR faux pas?

VW caught some flak over the Brooke Shields commercials supposedly advocating against having babies just to get German engineering. This was part of the Routan campaign.
Now Volkswagen is releasing a brand identification campaign based on the “Slug Bug” or “Punch Buggy” game. People, such as blogger Richard Read quoted below, are saying that VW is advocating family violence with this campaign. Come on, lighten up! All right, I grew up the oldest of 3 kids and I liked pummeling my younger brother (my baby sister cried too much and got us in trouble if we included her). But the degree of harm inflicted is minuscule compared to the mean, sadistic, twisted torture we inflicted upon each other at other times. We survived it and grew up normal. We even speak to each other.
Is this campaign another mis-guided attempt at humor? Well, what would you expect from the Germans, a people not particularly known for its comedy.
Security was high during the Berlin Olympics, and all of the athletes were registered. The security agent asked one athlete, “Are you a pole vaulter?” He replied, “No, Hungarian. But how did you know my name vas Valter?”

Volkswagen & Tracy Morgan Make Violence Fun With 'Punch Dub' - The Car Connection
Richard Read January 29th, 2010

Tracy Morgan
Enlarge Photo

2011 Volkswagen Golf R
Enlarge Photo
If you grew up in a large family, you probably remember "Punch Buggy", the road-trip game that allowed the first kid in the car to spot a Volkswagen Beetle the opportunity to punch a sibling in the arm. Now, VW is hoping to resuscitate the fun of family violence with its new "Punch Dub" campaign, which launches during the Superbowl broadcast on February 7. According to a company press release, "The ad, which includes a special cameo by actor and comedian Tracy Morgan, will show a variety of people in different driving situations gently slugging others in the arm every time they spot a Routan, Tiguan, CC or any other Volkswagen model." Yeah, "gently slugging" is exactly how we remember it.
But don't think that Morgan will be the only one enjoying fist-fights and driving distractions. You, too, can join in the fun when VW launches the "Punch Dub" game, which will "encourage people to dole out virtual 'slugs' to friends and family" through VW's Facebook page. And just like in real life, violence has its rewards: "The more friends you punch, the better your chances are of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC."
Of course, if VW had asked us for input, we'd have told them that we prefer the 2011 Volkswagen Golf R to the Volkswagen CC. We might've also reminded the company about Morgan's history as a convicted drunk-driver and alleged groper, which seems an unfortunate tie-in for a campaign that's about beating up people while driving. But whatever: those Routan ads with Brooke Shields proved once and for all that VW's marketing team totally know what they're doing.

Volkswagen to Spotlight 'Punch Dub' Game in Super Bowl Ad, Online Campaign Touting Product Family

Introduces Classic "Punch Buggy" Game with Modern Day Twist; Super Bowl Ad Features Cameo from Actor and Comedian

Yahoo! Finance

Press Release Source: Volkswagen of America, Inc. On Thursday January 28, 2010, 1:48 pm EST
HERNDON, Va. Jan. 28 /PRNewswire/ -- Volkswagen of America, Inc. announced today a new campaign called "Punch Dub," an update on the classic Punch Buggy game, designed to increase model awareness and familiarity by reminding consumers of all the Volkswagens on the road. Â The "Punch Dub" campaign is based on the classic game that kids used to play back in the original Beetle's heyday called "Punch Buggy" (or "Slug Bug"), where the first person to see a Beetle would yell, "Punch Bug" and playfully slug his or her friend. Â Volkswagen will debut the "Punch Dub" (as in VEE-Dub) campaign in a 30-second ad during the third quarter of Super Bowl XLIV and through a new online campaign. The ad, which includes a special cameo by actor and comedian Tracy Morgan, will show a variety of people in different driving situations gently slugging others in the arm every time they spot a Routan, Tiguan, CC or any other Volkswagen model.
(Photo: http://www.newscom.com/cgi-bin/prnh/20100128/PH45688 )
"Punch Dub is a fun, engaging way to reintroduce Volkswagen and its growing product family to millions of Americans during one of the most watched television events of the year, the Super Bowl," said Tim Ellis, Vice President of Marketing, Volkswagen of America. Â "The campaign is a modern twist on a classic game that has been played on America's highways for generations and will help consumers gain a new perspective on the breadth of our vehicle offerings, quality, performance and value."
"Volkswagen is one of the most beloved brands in this country, but people have a misperception that it only sells cars for the young. We needed to find a way to let people know that Volkswagen makes thirteen different models, in a way that still felt right for the brand," said Eric Hirshberg, CEO/Chief Creative Officer of Deutsch LA. "Changing the game of 'Punch Bug' to the game of 'Punch Dub' and making it about all Volkswagen is the perfect way to do that. It tells you something nobody knows in a way that everyone can relate to."
Volkswagen is also revealing that it has found the creator of the original game, Charlie "Sluggy" Patterson. Â Fans can interact with Sluggy beginning today with a special blog and Twitter feed (http://www.sluggy.posterous.com/ and www.twitter.com/sluggypatterson) and in a series of videos on You Tube (www.youtube.com/vw).
An online version of "Punch Dub" (www.facebook.com/vw) will launch on Super Bowl Sunday and will engage people with the entire Volkswagen product family and encourage people to dole out virtual "slugs" to friends and family. Players will simply pick any one of thirteen Volkswagen vehicles, customize their punch and choose a Facebook friend. Â An online guide will help players develop and hone their punching techniques. Â The more friends you punch, the better your chances are of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.
The Super Bowl spot and "Punch Dub" campaign were developed for Volkswagen by its new creative agency, Deutsch LA. Â For more information on Volkswagen and "Punch Dub", visit http://www.media.vw.com/.