Jetta’s new commercials a real succes
In one ad, viewers are along for the ride as a driver is chatting with a friend. A truck suddenly backs into their path, causing an air-bag-inflating crash. In the other, two couples are discussing a movie they’ve just seen, when a truck hits them broadside. In the aftermath, viewers see the passengers shaken but uninjured, then the screen quickly reads: "Safe happens."
The crashes seem real because they are. The agency had stunt drivers at the wheel for the one-take shoots.
Despite the spike in Jetta interest, one auto marketing expert thinks the jarring campaign will dampen sales in the long run. "The vast majority of consumers are going to be turned off by it and they will take VW off their shopping lists," says Art Spinella, president of research firm CNW Marketing.
Dealers say the ads are working. Bob Grace, president of the Volkswagen Dealer Council and owner of Baton Rouge’s Southpoint Volkswagen where Domangue bought her car, says, "We’ve seen a real uptick in traffic. Dealer feedback is that it’s working."