Volkswagen confronts its terrible past

Volkswagen has debuted the first tv ad of a new campaign called “Rebirth” to introduce its new electric Microbus, a modern update to the 60’s hippie classic. The ad confronts the emissions cheating scandals from a few years ago head on, then comes Simon & Garfunkel’s classic “Sounds of Silence.”

Story on Fast Company

The ad is bold in that brands generally avoid reminding people about the terrible thing they did. That terrible, terrible thing. It’s a gamble: will people feel empathy or punish the brand for wallowing in self-pity?

Why it’s Hot

Maybe the old brand rules don’t apply anymore. Maybe it’s ok to spend a ton of money to apologize through a tv commercial. Maybe the electric Microbus looks really cool and the ad could’ve avoided bringing up bad feelings. Consumers will decide.

Volkswagen Humor – Yay or Neigh?

There’s only one way to properly advertise trailer assist and it’s obviously with the help of some stable friends. Volkswagen saddled up but almost missed out on the chance of mounting this gem. This German ad showcases the Volkswagen Tiguan doing its thing using Trailer Assist.

http://players.brightcove.net/1126101268/ryIOOTgtg_default/index.html?videoId=5440122332001

The ad was released on YouTube prior to being aired on television due to fear of it stirring a negative response. The ad quickly became viral making VW reconsider its potential and eventually being pushed on to TV.

Why It’s Hot
The emissions scandal was no joke. Cheating emissions tests for the sake of sales and reputation ended up backfiring, essentially leading to a massive decrease of brand trust. But is it time for the emissions scandal talks to hit the hay for the enjoyment of some innocent horsing around?