Kids’ mysterious "punch buggy" game is liberally applied beyond Beetle sightings to cover all 13 VW models (hence the rebranding “punch dub”), and with adults socking one another in the shoulder. The ad was part of Deutsch L.A.’s first work for Volkswagen since the shop’s surprise October 2009 victory in a review, and marked VW’s first Super Bowl appearance in nine years ("Big Day," "Woods" and "Tree").
A series of web videos leading up to the 2010 big-game return introduced Sluggy Patterson, the supposed originator of the “punch buggy” tradition.
"Punch Dub" is the Volkswagen brand's only appearance in Super Bowl XLIV, but sibling nameplate Audi was also there with "Green Police."
Director: Frank Todaro. Production Company: Moxie Pictures. Deutsch chief creative officer Eric Hirshberg. Group creative directors Michael Bryce, Eric Springer. Creative director Josh Rose. Associate creative director/art directors Barry Goldberg, John Davis. Associate creative director/copywriters Rob Goldenberg, Avery Carroll, Jim DiPiazza. Editing: The Whitehouse Post. Editor: Russell Icke.
QUARTER AIRED: Q3