It's no secret Volkswagen is proud of its origin, and if anyone didn't know, their upcoming TV spot would reinforce how Deutsch the brand is.
They've packed the "It's what the people want" ad campaign, which launches next month, full of famous German celebrities including Heidi Klum and David Hasselhoff. Could the 'Hoff be the secret weapon for brand revival VW has been missing?
In case their patriotic casting for the "people's car" doesn't spark interest for the rest of the world, they're also featuring a talking car. No, it's not Herbie; this time around, it's Max, a 1964 VW Beetle that comes to life.
In the ad, the aforementioned celebs will team with other Germans to tell the story, led by Max, of the Volkswagen brand's heritage.
"He can speak about anything having to do with Volkswagen, about products or offers," Richard Fisher, chairman of the VW National Dealer Council, says of Max.
The campaign will launch on April 7, 2008 and, in May, Max will introduce the Tiguan SUV to the US. Their hope is to revive the old spark of the brand as VW sales have dropped 32% in the America over the last 5 years.
They're hoping the ads will remind viewers of "the fun-to-drive idea that Volkswagen began with," a VW dealer said. "And Max will be the common thread for VW marketing going forward."
Could Heidi help boost the ads? She already stars in a VW ad with Seal for Tiguan in Europe, seen above. It's neat that she endorses German brands... a little known, yet random, fact is that she's also the spokeswoman for McDonalds in Germany!
Ads The People Want
Heidi, Hasselhoff & a Talking Car for VW
Trend Themes
1. Celebrity Endorsements - Using famous German celebrities like Heidi Klum and David Hasselhoff to promote VW could lead to more brands taking a similar approach to advertising.
2. Personification of Objects - Personifying a car, like the talking 1964 Volkswagen Beetle Max, is a way to humanize products and may be a trend that other automakers experiment with in their marketing campaigns.
3. Reviving Legacy Brands - Volkswagen's attempt to revive their brand by promoting their heritage and the fun-to-drive idea could inspire other companies to revisit their own legacy branding.
Industry Implications
1. Automotive - The automotive industry could benefit from using unique and creative marketing strategies, such as personifying cars, to increase brand awareness and sales.
2. Advertising - Celebrity endorsements, especially those that highlight a brand's heritage, could become a more popular advertising trend for companies across various industries.
3. Fast Food - Volkswagen's successful use of Heidi Klum as an endorsement for their brand could inspire fast food companies to use celebrities to promote their products.