Safety Happens, and I applaud
Brilliant. The TV, paired with the Web execution is a ballsy look at a top-of-mind reality of driving, but an answer to a core need car buyers bring to the lot. Kudos to VW for having the guts to take on safety front and center. And CPB found a way to showcase the Jetta's style/demographic/cool factor all while driving (no pun intended) home an important message. Yeah, even hip Gen Y-ers want side impact performance. My favorite part of the spots? The last line in both is "Holy sh..." which trails off and is replaced by a picture of the busted Jetta.
I doubt many other automakers would dare focus end-of-spot attention on a rotating wrecked auto, but at the end of the day, we're always wondering..."Am I safe?" Right after we wonder, "How good do I look in this car!?" VW addressed both.
Listening to: Jonathon Bentley, Estuary