Hasta La Creative!

It’s rareif not unheard offor an automaker to run a TV ad that does not include a single shot of a new car. But that is what Volkswagen is doing with a hippie-filled spot touting its new six-year/72,000-mile bumper-to-bumper warranty that is twice the length of what is typically offered by competitors.

The so-called “People First” warranty comes as the German brand continues to climb back from the 2015 diesel emissions scandal that chipped away at the consumer trust VW had spent decades building.

The new spot, called “Rain” by Deutsch L.A., goes back to VW’s cultural glory days with scenes of hippies cramming into a classic VW microbus amid a rainstorm in a recreation of the music festivals of the 1960s, like Woodstock. The soundtrack is Joe Cocker’s rendition of “With a Little Help from My Friends.” After hippies push the microbus out of the mud, a classic VW Beetle appears. A voiceover plugs the new warranty, saying, “VW drivers have always put others first, now we are returning the favor.”

Continue reading at AdAge.com