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Tuesday, February 28, 2006

VW: Ads take viewers to schnell and back

VW Fast
We guess all of you have already heard and most possibly read here about VW's new ad campaigns in the US, including their new mascot: the VW Fast.
It's quite a cast: Helga, a blond German dominatrix. A melon-sized black creature named "Fast" that resembles Darth Vader. And three heavily-accessorized compacts destroyed by motoring purists.

They're all part of Volkswagen of America's newest advertising effort to create buzz for the VW brand.

Dave Wicks, VW's director of sales, says the campaign's message is clear. "The original pocket rocket is back," he says, referring to the first-generation 1983 GTI.

The campaign's centerpiece, the evil-looking Fast, is the focus of four TV commercials that premiered during the winter Olympics.

In the commercials, Fast sits near the driver and, in an eerie sci-fi voice, provokes him to drive faster. The doll will be sent to all GTI buyers.

Magazine ads have messages that include "Fast as schnell" (the German word for fast) and "Auf wiedersehen sucker."

Martin says VW is celebrating its German heritage. "There are two types of auto companies today: brave and dead," she said. "Put us in the brave category."

Another set of three TV commercials called "Unpimp mein auto" launched last week on the youth-focused cable channels MTV and Fuse. They feature Helga and Wolfgang, both dressed in short white lab coats. Helga wears white go-go boots.

Go for your Fast .

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Source: Autonews


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