Volkswagen Super Bowl Ad Kicks Off New Das Auto Campaign

Jan 11, 2010, 11:00 ET from Volkswagen of America, Inc.

HERNDON, Va., Jan. 11 /PRNewswire/ -- Volkswagen of America, Inc. announced today it will premiere a 30-second spot during the 3rd quarter of Super Bowl XLIV. The spot will debut a new approach to the Das Auto tagline and positioning, and is the first step in a much larger multi-faceted campaign to increase model awareness and familiarity by reminding consumers of all the new Volkswagen products on the road. This marks the first time in nine years that Volkswagen has advertised during the Super Bowl.

"With its size and reach, the Super Bowl is the ideal stage for Volkswagen to debut the new campaign to nearly 100 million viewers," said Tim Ellis, Vice President, Marketing, Volkswagen of America. "As an iconic brand that has achieved pop cultural status in America, people think they are familiar with all there is to know about Volkswagen. This campaign gives consumers a reason to take another look at the brand and gain new perspective on the breadth of our vehicle offerings, quality, performance and value."

Immediately following the Super Bowl, Volkswagen will kick off a two-month campaign that will run extensively throughout February and March to support its national sales event. The push will include TV, Online, Outdoor, Radio and Newspaper, and every Volkswagen retail facility nationwide. A digital and social media program will engage consumers with the entire Volkswagen product family. Max the Beetle, who helped to establish "Das Auto" in the U.S. market in 2009, will not appear in the new campaign.

In phase two, the campaign will more clearly define what goes into a Volkswagen today. Leveraging the tagline, "Das Auto," the campaign will promote the innovative features and benefits of modern-day Volkswagen products. The spots will define how Volkswagen is delivering German Engineering at a great value in the often playful yet direct Volkswagen tone.

The Super Bowl spot is the first work created for Volkswagen by its new creative agency, Deutsch LA.

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About Volkswagen of America, Inc.

Founded in 1955, Volkswagen of America, Inc. is headquartered in Herndon, Virginia. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. Volkswagen is one of the world's largest producers of passenger cars and Europe's largest automaker. Volkswagen sells the Golf, GTI, New Beetle, New Beetle convertible, Jetta, Jetta SportWagen, Eos, Passat, Passat Wagon, CC, Tiguan, Touareg and Routan through approximately 600 independent U.S. dealers. All 2010 Volkswagens come standard-equipped with Electronic Stabilization Program. This is important because the National Highway and Traffic Safety Administration (NHTSA) has called ESC the most effective new vehicle safety technology since the safety belt. Visit Volkswagen of America online at or to learn more.

SOURCE Volkswagen of America, Inc.