Volkswagen Super Bowl Ads to include a game of "Punch Buggy"

The Volkswagen brand is returning to the Super Bowl after a nine-year hiatus. VW’s ad, which is being created by Interpublic Group’s Deutsch LA, will feature 13 of its vehicles. The VW spot will show people playing the children’s game Punch Buggy, in which players punch each other in the shoulder upon first sight of a Beetle and call out “Slug bug!” or “Punch buggy!”

The ad will encourage consumers to play the game when they spot any VW model. “Everybody knows about Volkswagen, but most people think it’s about one or two cars,” says Tim Ellis, vice president of marketing for Volkswagen of America. Mr. Ellis says the ad is part of a larger push to expand in the U.S., which includes an overall increase in ad spending.