Volkswagen of America, Auburn Hills, Mich., launches the first commercial for its redesigned 1999 Jetta sedan Jan. 10 on Fox's NFC playoff game, and it then continues on national network and cable TV. Arnold Communications, Boston, created the simple 60-second spot, the first in a series. It shows a bored-looking young couple driving their Jetta on a rainy day, reminiscent of VW's "Da, Da, Da" commercial from Arnold. VW is expected to spend $40 million on Jetta advertising this year.
Copyright January 1999, Crain Communications Inc.