Un-pimp My Ride (Volkswagen's GTI Ads)

[ASurroca]

01 March 2006
By Alfonso Surroca

Notice: While this does not concern the New Beetle, any Volkswagen fan has got to see these new ads.

If you've spent any time around Volkswagen or auto forums (or even digg!), you might have noticed some buzz around the new ads for the MkV GTI. While the lion's share of talk has gone to the "Project Fast" ads and its creepy little rabbit mascot (including its propensity to fetch absurd bounties on eBay), Volkswagen has recently launched an arguably better branch of their GTI advertising with the "Un-pimp My Ride" series of television commercials.

Un-pimp mein Auto

After the series of "Fast" ads made their debut during the 2006 Winter Olympics, Volkswagen quickly followed up with a second series of ads also featuring the new GTI. Taking an obvious poke at MTV's Pimp My Ride and the cultural phenomenon of absurdly style-over-substance automotive modification, this "Un-pimp my Ride" series of television commercials features several questionably customized import and domestic compact cars and their owners being shown the light, or rather, forced into the new GTI (their cars get destroyed in each ad).

Goodbye Arnold, hello Crispin

Ending a fairly long relationship with Arnold Worldwide, Volkswagen chose last year to hire Miami-based Crispin Porter + Bogusky as their new ad agency. CP+B is known for such work as the Truth anti-smoking campaign, Burger King's advertising, and the MINI brand--an account they were forced to relinquish when they accepted advertising duties for Volkswagen. Arnold's advertisements for Volkswagen were amongst the most respected in the industry throughout the Nineties, so CP+B had some enormous shoes to fill. The new ad campaign for the GTI is notable as CP+B's first full campaign for Volkswagen, and their approach, decidedly less subtle than Arnold's, definitely works for the new GTI.

Pre-tuned in Deutschland

The new television ads feature a white-leather clad German vixen who looks like she walked straight out of the Seventies, and and a German engineer (played by Peter Stormare) filling Xzibit's Pimp My Ride position. Showing that they definitely have a handle on the GTI's target market, CP+B has chosen to focus on something anyone involved in or familiar with the current Volkswagen "scene" knows well: a) import-driving "boy racers: with questionable car-customizing taste are the enemy, and b) elegant, purposeful design is key when customizing your own car. While the backlash at the Fast and the Furious crowd is interesting enough in its own right, it's the emphasis on the GTI's Germanic roots that make this series work for Volkswagen. At the end of these ads, Stormare spouts such gems as "Representing Deutschland", and "German engineering in da Haus", and the ads end with the voice-over "Pre-tuned by German engineers".

While Volkswagen's recent mis-adventures in the luxury segment and cold shoulder to its enthusiasts is lamentable, the new GTI is proof that the brand is on its way back toward finding its identity. While it isn't a silver bullet, good marketing and buzz can definitely drive sales in the short-term (the New Beetle helped bring Volkswagen back from the dead in the Nineties).

The three ads are available below:

Crate

Catapult

Wrecking Ball

References:

Parpis, Eleftheria. "CP+B 'Engineers' Salvo for VW." Adweek 16 Feb 2006. http://www.adweek.com/aw/search/arti..._id=1002034301

Kiley, David. "Sales-Drivers Wanted at VW." Business Week 17 Feb 2006. http://www.businessweek.com/autos/co...216_472866.htm

Hoag, Christina. "Crispin Porter + Bogusky's rise to the top." The Miami Herald 13 Feb 2006. http://www.miami.com/mld/miamiherald...y/13844261.htm

[dnyed]

I absolutely Love Love Love those ads! They rock!! I can't get enough!

I practice making the "VW" hand sign. So cool!

[PunkinBug]

I love them too. Jim choked on his own tongue and proceeded to laugh for about 5 minutes, with tears streaking down his eyes. They are absolutely hilarious!

[hestersu]

I love these ads. I'm actively working to sell my z4 now. My intent was to buy a TDI (preferrably a beetle), but I'm honestly looking at a GTI. These ads are what made me look. The Fast ads were just fantastic and this latest round are just too funny and original. Peter Stormare looks like he's reprising his role from "Constantine" to some degree. The white-cladded woman is just so stereotypical. She's great. Props to the new ad group. They are definitely drawing people in.

[kcfoxie]

"veeee dub!"

These ads are a much welcomed departure from the Arnold Worldwide ads, Arnold was just too hung up on the "lets bring the 60s VW back".... I dig the all white 70s hospital nurse german chick tho!

[dnyed]

I cannot for the life of me make that VW hand sign......








But, Zac can!

[ASurroca]

Oh, man, that pic is CLASSIC!

Stormare is hillarious.

"We just dropped it like its hot!"

[Toad]

The only thing i see bad about those commercials is the thought of people dressed like those people who owned the destroyed cars driving vdubs. that image just doesnt mix. And that subtle hint that vw doesnt want thier cars modded.

[mentalVdub]

Originally Posted by Toad

The only thing i see bad about those commercials is the thought of people dressed like those people who owned the destroyed cars driving vdubs. that image just doesnt mix. And that subtle hint that vw doesnt want thier cars modded.

agreed.

to be honest, i hate the new VW ad compains, even the "force of good." it's all stupid and doesn't match volkswagens sense of different and imaginative ad campaigning they had when they used their other marketing department. Volkswagen has had a history of being innovative, to say the least, in the way they advertise and market their product. this new switch in firms has really taken them down a few notches. if they stayed with their old firm i think the advertisements, whether it be print ad, commercials, brochures, etc, would have been a hell of a lot better than the crap they have now.

[ASurroca]

CP+B didn't do "Force of Good". I believe that was Arnold Worldwide.

Arnold Worldwide did a lot of classic Volkswagen ads, but in recent years, the subtle style they used a) was copied by everyone else, thereby diluting its impact, and b) failed to illustrate the products' selling points, e.g. properly advertise the products.

[Fowvay]

HAHAHAHAHA does this remind any one of an ex member of the org?

[Toad]

Originally Posted by Fowvay

HAHAHAHAHA does this remind any one of an ex member of the org?

Ohh ooh i know... But after doin a search, his pic thread was nowhere to be found.

[yelojkt]

Those ads a certianly working on the younger generation. My wife just told me that our 13 year old no longer wants a Mini Cooper, but a "MKV GTI" instead. When asked why he wanted a GTI he replied "because it looked really cool and fast and I liked the commercial were the guy tells his girlfriend he can't hear his fast with all of her babble".

[kcfoxie]

Yeah Arnold did the force of good, and the "All Grown up. Sorta." Jetta Ads. I couldn't stand the Jettas ads, but force of good was cute. Neither did a good job.

The GTI ads... now, those make a statement. EVERYONE is talking about them!

[vw_beetle_gpx]

Between those and the "Fast" commercials, i have cried from laughing so hard,....and my ribs are killing me

[ducati]

I have to say... I'm loving the new fresh feel. It's good to see some buzz about VW again.

I love the FAST series, and I'm totally jealous of GTI owners that got a FAST. I think there's one hanging out in my GLI... But I can't seem to find it

[Billsbug]

Originally Posted by ducati

I love the FAST series, and I'm totally jealous of GTI owners that got a FAST. I think there's one hanging out in my GLI... But I can't seem to find it

Look under ur shifter boot...

[EVZBUG]

Hey if you all thought that the ads were funny, go to www.vwfeatures.com and click on the red "watch my joyride" link on the bottom of the menu to see yet another Fast video. It's hillarous! BTW does anyone remember the male German engineer in "Fargo" as Steve Buschemi's creepy partner in crime? He put someone through the wood chipper, and I can't remember if it was Buschemi or the lady who played William H. Macy's wife...

[Billsbug]

Hot. The GTI ain't too shabby either.

[dnyed]

I will have one of them MK5 GTI's, hopefully very soon. The one in the commercial. Yeah, baby! :

He put Steve through the chipper. I know the actor in the commercial is him, but such different characters, it's hard to see them as the same!