When thinking of a show like “Knight Rider,” what comes to mind? For me, I think of the Talking Pontiac Trans Am named KITT. This artificial intelligent car is what differentiated the show from all other television shows. Volkswagen is trying to do the same in its new promotion.
Starting April 7, Volkswagen is launching a new ad campaign called “the people’s car.” The campaign is directed towards bringing Volkswagen back to its German roots. The star of the campaign will be a 1964 Volkswagen Beetle named Max. Along with Max, German stars such as Heidi Klum and David Hasselhoff will tell consumers about Volkswagen and its German heritage. Max will also introduce the new Tiguan SUV to consumers.
With this campaign, Volkswagen is shifting away from its “Safe Happens” ads which did not lead to a success in sales. These were the ads in which car crashes would happen when viewers were not expecting it. Volkswagen is now aiming for a lighter side in these new commercials. The goal of Max is to direct Volkswagen into the future. Max is also being used to build credibility amongst its consumer base through humor and dignity. This should be an interesting ad and I cannot wait to see it.