Take the road

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"Drivers Wanted" didn't translate well when Volkswagen of America adapted English-language ads for the Hispanic market. The automaker's first U.S. Hispanic agency, Creative on Demand, Coral Gables, Fla., has come up with "Agarra calle" ("Take the road") to convey the VW owner's personality and attachment to his car. COD's first Beetle spot, timed to the World Cup in June, featured a fussy VW owner who pretends to have car trouble when his grubby soccer-playing friends seek a ride. In a second spot, called "Beat-le," a young man at a noisy party loves his VW so much that he alone hears a beeping underbeat to the music and rushes to the garage where mischievous friends set off his car alarm. Four more spots are about to break. VW works with another Hispanic agency, Del Rivero Messianu DDB, Coral Gables, for Puerto Rico.

Creative directors: Priscilla Cortizas and Daniel Marrero. Art director: Priscilla Cortizas. Copywriter: Martin Cerri

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