CP+B brings VW Back to its Roots
When Volkswagen fired its agency of record and chose Crispin Porter + Bogusky to handle its $417 million account, it was a shake-up in an advertising era of pitching for work. The big question was, could the success they created for Mini work for a more conservative account? Telling from CP+B’s first work for VW, the GTI Mk V, it looks like they have been able to stay true to form. Similar to VW’s Fahrvegnugen campaign in the 80’s CP+B have chosen to highlight the German-ness of VW. The idea also creates a spin on the phenomena of MTV’s Pimp My Ride.
The GTI Mk V work from CP+B:
What can we learn from this? Memorable advertising is about crafting a great story independent of the delivery channel. It will also emotionally appeal to people and allow them to participate in the crafting of the message (in this case the website).
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