AUBURN HILLS, Mich., Nov. 11 /PRNewswire/ -- In an unprecedented move, Volkswagen of America, Inc. will debut its newest television advertisement on the Internet starting Monday, November 15. Volkswagen's website is www.vw.com . This marks the first time Volkswagen has launched a television ad on the Web. The campaign, dubbed "Milky Way," features the 2000 Volkswagen Cabrio, America's best-selling, European-designed convertible. "We're launching on the Internet primarily because we wanted to try something new. We hope it will create a fun and exciting buzz about the ad before it hits the airwaves. We know from our electronic dialogue with customers that there is a significant website audience who really connect with our advertising and the music we use in our ads. This is an easy way to give this group a special preview," said Liz Vanzura, Volkswagen's Director of Marketing/Advertising. "This spot also lends itself to the Web because it is completely visual, with no dialogue and another great piece of music that captures the emotion of the spot perfectly. It's one of those songs that can bring you into a very specific mood very quickly and keep you there for a long, long time." Volkswagen will alert over 250,000 consumers to the website by sending an email directing them to log onto the Volkswagen website on November 15 to view the commercial. Consumers will also be directed to the site by a full page ad running in USA Today on Monday, November, 15. The emails will be sent to Volkswagen leasees, recipients of VW's eNewsletter, and those who have requested information from vw.com. The email will also contain Apple's QuickTime video software, allowing users to enable their computers to download the spot. Additionally, those who visit the site will be able to link directly to Amazon.com to purchase "Pink Moon" by Nick Drake, the original music used in the new ad. "The song is very special," said Ron Lawner, Arnold Communications Chief Creative Officer. "It's an old song by a guy named Nick Drake. It's called Pink Moon and is actually a very good introduction to Nick Drake if you're not familiar with him. It's very transporting. And to us seemed very fitting for a beautiful drive in the country on a very special night." The ad focuses on a group of friends out for a moonlit drive, listening to a great song in their Cabrio. When they reach their destination they realize they have been having more fun just driving around under the stars. They decide to turn around and go back. "The whole thing started when we were talking about how great it is to drive around in a convertible at night," said Lawner. "You always see commercials with people driving around in the sun, going to the beach and it's all fun and bright and everything, but we were talking about how, for us, it's so much more powerful when you can look up at the stars while you're driving somewhere great and just be awestruck at the beauty of it all, and for a few brief minutes just feel small. That's the magic. That's what the Cabrio is about." The national broadcast campaign will be launched on Monday, November 22, and will run on high profile shows like Spin City, Just Shoot Me, 20/20, Frasier and the Practice, as well as cable stations including ESPN, Fox Sports Net, MTV and Comedy Central. Founded in 1955, Volkswagen of America, Inc., is headquartered in Auburn Hills, Mich., and is a wholly owned subsidiary of Volkswagen AG, which is the fourth largest producer of passenger cars in the world. It markets a full line of Volkswagen and Audi vehicles through a network of about 600 Volkswagen and 260 Audi dealers. In the United States, Volkswagen has sold more than 10.6 million cars and is the top-selling European importer. Volkswagen of America imports cars from company plants in Germany and Mexico through port operations in San Diego, Calif., Boston, Mass., Wilmington, Del., Brunswick, Ga., and Houston, Texas.
SOURCE Volkswagen of America, Inc.