Volkswagen of America "Fake Out"
Agency: Creative on Demand, Miami
MARKETING CHALLENGE: Volkswagen of America has a very positive brand image among Hispanics, but suffers from the perception that the cost of maintenance for a German vehicle might be too high.
CREATIVE SOLUTION: The service Volkwagen dubs "Carefree maintenance" is important to every consumer, but research found Hispanics care about it even more. In Spanish- and English-language executions, a guy carefully polishes the exterior of his VW, then gleefully drops it off at a VW dealer for the free maintenance service. A voice-over explains, "Since Volkwagen started offering no-cost, carefree maintenance, everyone wants their car to be a Volkswagen," as a mechanic rips the fake exterior off the car that is not, in fact, a Volkswagen and mutters, "Another one."
-- LAUREL WENTZ
Harley-Davidson "Harlistas" campaign
Agency: Carmichael Lynch, Minneapolis
Each of these exquisitely written and photographed long copy ads tells the story of a Hispanic Harley rider, or Harlista, and his relationship with the brand. Our favorite: the cab driver who has tricked out his taxi like a Harley. The same Harlistas are also part of an online campaign and documentary film.