I was watching MTV the other day when one of the new VW GTI commercials came on. It's the one where the guy gets pulled over, seemingly for speeding, in his new VW GTI Mk V. The camera pans to reveal in interesting alien looking creature we come to find out is the driver's "fast." They don't explain it much further than that, but the viewer is left thinking that "fast" is a little creature that urges the driver to push the car to its limits, ignoring all posted speed limit signs. The cop ends up giving him a stern warning and urging him to keep his "fast" under control. Come to find out, he's got a fast of his own - His other car must be a VW, and he must have understood what it was like.
Pretty good commercial. But anyway, the commercial, done by one of the hottest agencies in the country right now, Crispin Porter Bogusky, did its job. Almost immediately, I was online looking up the specs for the new hatchback. Upon landing on the VW homepage and being redirected to the GTI section, I was invited to build my own joyride. I figured, hey, what the hell!?
So on this microsite, it allows you to build your own GTI, just like on many other sites. After you're finished is where this site deviates from the norm, just like you'd expect any CPB advertising to do! At this point, you can actually step into the drivers seat of a new GTI (with a beautiful German model, I might add) and take a drive on the test track outside of their factory. You see video of the car driving out (it happens to be the precise on that YOU'VE built) of the factory and onto the test track and you see it again at the end of the drive, when it drives back into the factory. It's AWESOME. You should try it for yourself. It's pretty damn cool. Just go to www.vw.com/gti and click on "build your joyride."
And don't even get me started on their "Pimp My Auto" campaign, which not-so-coincidentally features a hopelessly white (German) version of Xzibit and the same hot German model in the GTI microsite. If you can somehow find these commercials online somewhere, I highly recommend it!
I love ground-breaking advertising. It's so much fun! Kudos CPB.
-Garret
www.thecyphersagency.com
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I am a marketing communications professional from Baltimore, Maryland. I currently work for The Sutter Group, a communications design firm just outside of Washington, DC in Maryland. The Sutter Group does integrated brand communications, brand development, identity development, advertising, Web design, graphic design, marketing strategy and environmental graphics. Visit us at http://www.sutter-group.com.
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