Volkswagen To Spotlight “Punch Dub” Game In Super Bowl Ad, Online Campaign Touting Product Family
Volkswagen Introduces Classic “Punch Buggy” Game with Modern Day Twist; Super Bowl Ad Features Cameo from Actor and Comedian Tracy Morgan
HERNDON, VA – Volkswagen of America, Inc. announced today a new campaign called “Punch Dub,” an update on the classic Punch Buggy game, designed to increase model awareness and familiarity by reminding consumers of all the Volkswagens on the road. The “Punch Dub” campaign is based on the classic game that kids used to play back in the original Beetle’s heyday called “Punch Buggy” (or “Slug Bug”), where the first person to see a Beetle would yell, “Punch Bug” and playfully slug his or her friend. Volkswagen will debut the “Punch Dub” (as in VEE-Dub) campaign in a 30-second ad during the third quarter of Super Bowl XLIV and through a new online campaign. The ad, which includes a special cameo by actor and comedian Tracy Morgan, will show a variety of people in different driving situations gently slugging others in the arm every time they spot a Routan, Tiguan, CC or any other Volkswagen model.
“Punch Dub is a fun, engaging way to reintroduce Volkswagen and its growing product family to millions of Americans during one of the most watched television events of the year, the Super Bowl,” said Tim Ellis, Vice President of Marketing, Volkswagen of America. “The campaign is a modern twist on a classic game that has been played on America’s highways for generations and will help consumers gain a new perspective on the breadth of our vehicle offerings, quality, performance and value.”
“Volkswagen is one of the most beloved brands in this country, but people have a misperception that it only sell cars for the young. We needed to find a way to let people know that Volkswagen makes thirteen different models, in a way that still felt right for the brand,” said Eric Hirshberg, CEO/Chief Creative Officer of Deutsch LA. “Changing the game of ‘Punch Bug’ to the game of ‘Punch Dub’ and making it about all Volkswagen is the perfect way to do that. It tells you something nobody knows in a way that everyone can relate to.”
Volkswagen is also revealing that it has found the creator of the original game, Charlie “Sluggy” Patterson. Fans can interact with Sluggy beginning today with a special blog and Twitter feed (www.sluggy.posterous.com and www.twitter.com/sluggypatterson) and in a series of videos on You Tube (www.youtube.com/vw).
An online version of “Punch Dub” (www.facebook.com/vw) will launch on Super Bowl Sunday and will engage people with the entire Volkswagen product family and encourage people to dole out virtual “slugs” to friends and family. Players will simply pick any one of thirteen Volkswagen vehicles, customize their punch and choose a Facebook friend. An online guide will help players develop and hone their punching techniques. The more friends you punch, the better your chances are of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.
The Super Bowl spot and “Punch Dub” campaign were developed for Volkswagen by its new creative agency, Deutsch LA. For more information on Volkswagen and “Punch Dub”, visit www.media.vw.com.
About Volkswagen of America, Inc. Founded in 1955, Volkswagen of America, Inc. is headquartered in Herndon, Virginia. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. Volkswagen is one of the world’s largest producers of passenger cars and Europe’s largest automaker. Volkswagen sells the Golf, GTI, New Beetle, New Beetle convertible, Jetta, Jetta SportWagen, Eos, Passat, Passat Wagon, CC, Tiguan, Touareg and Routan through approximately 600 independent U.S. dealers. All 2010 Volkswagens come standard-equipped with Electronic Stabilization Program. This is important because the National Highway and Traffic Safety Administration (NHTSA) has called ESC the most effective new vehicle safety technology since the safety belt. Visit Volkswagen of America online at www.vw.com or www.media.vw.com to learn more.