Auburn Hills, Michigan – Volkswagen of America has launched a new advertising and marketing campaign called Das Auto, which translates to “the car”. The advertising is part of the company’s global brand platform.
The campaign features Max, a talking 1964 black Beetle that will be featured on television, print and online advertising. In each spot, Max speaks with pop culture figures in a talk-show setting, including model Heidi Klum, television actors David Hasselhoff and Leonard Nimoy, and astronaut Richard Searfoss.
“Volkswagen has always occupied a unique and positive place in both American car culture and American popular culture,” said Tim Ellis, vice president of marketing at Volkswagen of America. “And the brand is as relevant today as it has ever been. Max personifies Volkswagen’s past, present and vision for the future. Through him, we will reconnect with American consumers and let them know how Volkswagen understands and responds to what the people want.”
Das Auto and Max will be integrated directly into all aspects of the company’s business in 2008, including the launches of the Tiguan compact SUV, Routan minivan, Passat CC, Jetta TDI diesel and Jetta SportsWagen.