As well as appearing in the commercial, Quebecborn Mr. Villeneuve helped write the French-language spot, which is airing on French networks throughout the province. Quebec accounts for more than 40% of Volkswagen's Canadian sales and the province is the car marketer's No. 1 market in North America.
Montreal agency Palm Publicite Marketing handles the account. Mr. Villeneuve, Formula One 1997 champion, tells viewers he loves the new Golf "because it's not a quitter" and because the car has great mechanics. "You have to appreciate driving," says Mr. Villeneuve, who turns 28 in April and now drives for the British American Racing team. "Some people may even find it a little too rebellious. But that's their problem." It's not known if Mr. Villeneuve will appear in spots for the new Golf in other Canadian or international markets.
Copyright March 1999, Crain Communications Inc.