Volkswagen will roll out three new commercials aimed at Hispanic car-buyers, the company announced.

The beloved cartoon character Speedy Gonzales will star alongside the GTI Mk V model. The spots will show on over a dozen Spanish-language channels nationwide.

The commercials mark an ongoing effort by Volkswagen, Auburn Hills, Mich., to reach Hispanic consumers, this time about its mid-range hatchback.

“We knew the Hispanic consumer didn’t have a history,” with the car, said Daniel Marrero, partner and creative director for CreativeOndemanD, Coral Gables, Fla., agency of record for Volkswagen’s Hispanic accounts.

“We had the challenge having to communicate that this was a smart, agile, fast car in the quickest way possible,” Marrero told Brandweek today.

Speedy Gonzales was a good fit for the campaign because, in part, “he’s kind of an icon for Hispanics,” Marrero said. “He’s always outwitting his enemies.”

The three commercials use vintage Warner Bros. footage and will show Speedy in a series of adventures: he taunts cats and helps his friends get cheese. True to his cartoon background, he even gets run over by a GTI.

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