In the series Inside the Campaign, the 4A’s features creative work from its member agencies. Here, Deutsch takes you inside its campaign for Volkswagen.
Campaign name: “Rain”
Program background: VW debuts “Rain,” a brand play to showcase its new “People First Warranty.” The new spot recaptures the spirit of music festivals of the 60’s and celebrates the heritage of the brand. Highlighting the microbus, since it has been a cultural icon, VW brings us back to a time of love and harmony and putting their drivers first.
The Volkswagen Beetle (and Microbus) became a cultural icon in the 1950’s when it was introduced to American culture. It is an iconic symbol of that time period that is uniquely VW.
The new warranty, America’s Best Limited Warranty – The People First Warranty, is a six-year or 72,000-mile bumper-to-bumper and transferable coverage, designed to take the worry out of any Volkswagen buyer’s purchase decision.
Credits: See attached.