Volkswagen Leverages Love For Safety-Focused Campaign

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With a new safety-focused Volkswagen campaign, Deutsch has taken a bit of a different approach than Crispin Porter + Bogusky did with the brand several years ago. Two new commercials focus on people’s mindsets as it relates to automotive safety.

In one commercial, a mother would rather drive her daughter’s boyfriend’s tricked out lowrider and have her daughter ensconced within the safe confines of a Tiguan. In another, a man obsessed with speed changes his viewpoint as he grows older.

So the shift in approach begs the question. Is focusing less on the shockvertising and more on the importance of loved ones a better strategy for the brand?

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Steve Hall

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