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VW, Arnold to Launch SUV Campaign

By Published on .

Beetle can't cut it? Try the Touareg.
While Arnold Worldwide's teaser campaign for VW's new Touareg lampoons the conventions of SUV advertising, the launch campaign -- which breaks Monday -- actually indulges them, albeit with a VW twist. Rather than comparing the Touareg with other SUVs, three new spots compare the SUV with other Volkswagens.

Directed by HSI's Michael Haussman -- who also directed the "Audition" teaser campaign which features people being coached through various commercial cliches -- the spots show the VW Golf, Jetta and New Beetle attempting various SUVish tasks, like hauling a trailer and driving through water and snow. They all fail. Then we see the same scene, with the Touareg facing the challenges easily, a set up for the tag: "The Volkswagen that does what other Volkswagens don't."

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