Volkswagen of America, Inc. today aired its 30-second "Punch Dub" Super Bowl ad, featuring an update on the classic Punch Buggy game, as part of a new campaign to increase model awareness and familiarity by reminding consumers of all the Volkswagens on the road.
The ad, available for viewing on www.vw.com, debuted in the third quarter and showed a variety of people in different driving situations gently slugging others in the arm every time they spotted a Routan, Tiguan, CC or any other Volkswagen model. "Punch Dub" is based on the classic game that kids used to play back in the original Beetle's heyday.
Using trademark Volkswagen humor, the spot features a cameo from Multiple Grammy-Award winner and U.S. Messenger of Peace designee, Stevie Wonder, as he slugs actor and comedian, Tracy Morgan, in the arm after a red Jetta drives by. The "Punch Dub" campaign, which also includes an online version of the game (www.facebook.com/vw), debuts a new approach to Das Auto, and is the first step in a larger multi-faceted campaign to increase model awareness and familiarity.
"People think they know Volkswagen but we believe there is a bigger story to tell about our brand, our commitment to the American market and our expansive line of affordable, German-engineered cars that are fun to drive," said Tim Ellis, Vice President of Marketing, Volkswagen of America. "With more than 100 million viewers, the Super Bowl was the perfect forum to debut the first stage of our communications program to reintroduce American consumers to today's Volkswagen."