Media: Film, Print, Outdoor, Experiential, Dealership

When CP+B took on the Volkswagen account, the agency resigned from its account with MINI USA to take on the $400 million contract. This eclipsed Burger King as the largest project in the agency's history. Let’s just say the amount of work we did reflected the size of the account fairly.

I was fortunate to touch several pieces of the business showcasing many of their vehicles. From the Passat to VW Motorsports, I was involved in creating a wide range of marketing materials from TV spots to in-dealer experiences. It was a challenge, but always a fun one.

The work you will see includes a TV campaign that featured the tagline, “When you get into a Volkswagen, it gets into you,” that speaks to the feeling that only a VW driver gets when behind the wheel of such a unique and fun to drive vehicle.

Fun fact: This campaign only featured songs from the Wilco album Sky Blue Sky. This is what Wilco had to say about it…"As many of you are aware, Volkswagen has recently begun running a series of TV commercials featuring Wilco music," the statement says. "With the commercial radio airplay route getting more difficult for many bands (including Wilco), we see this as another way to get the music out there." The statement does also point out, however, the lucrative benefits of their music being used in a high-profile TV campaign. "The band gets paid for this. And we feel okay about VWs. Several of us even drive them."

In the body of work you will also see a campaign that helped launch the new Passat. The idea focused on educating people on the features of the Passat, that most people weren’t aware of. This was a print campaign as well in-dealer experience in which we placed stickers throughout the vehicle so buyers would discover them as they shopped.

You’ll also find work that helps explain VW’s push to be carbon neutral; work that helps highlight various safety features found in a VW; as well as a few others.

If hope you enjoy some of the ads, even if you don’t drive a VW.