Gearheads Take On VW Ads

Over at The Truth About Cars (one of my favorite non-advertising blogs), CP&B’s Volkwagen “Sign Then Drive” ad, among others for VW, is put under the microscope:

Neither of these commercials tells me anything about VW cars or why I would want one. The humor is crass, insulting, and juvenile. Along with VW’s recent spate of commercials that show VW drivers constantly getting into accidents, VW seems to have an extremely low opinion of its buyers. Then again, given VW’s poor reliability, high cost of maintenance and repair, and high price points, maybe VW knows exactly what it’s doing.

The comments are also insightful, and run the gamut from positive to negative. It’s always intereresting to get another view of advertising, especially when auto buffs critique car advertising. And it’s also a reminder that not even Crispin could save Volkwagen if its cars are poorly made, as some have suggested.
As for me, I put this in the same category as Spirit Airlines’ Threesome Sale from earlier today. If you’re going to resort to contrived “sales events” at least you should have some fun with them.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for Dan published the best of his columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. Here’s an example of the online ad from VW’s “Sign Then Drive” campaign —
    PS – If you’re a VW fan, we’ve archived a bunch of their online ads here —

  2. Danny: Exactly- this is a perfect example of The Real Digital Revolution in action. The VW spots are funny and charming, but as the car guys point out, the cars themselves… not so charming.
    I may post on this myself. (Will credit you, as always)

  3. The post is really interesting. The last time I went for my VW repair I picked a service provider that assured me a 12 month or 12,000 mile warranty on labor and parts installed and provided by them. Isn’t it wonderful? I think if you are looking for a service provider for VW repair, make sure that they provide warranty on their services.

  4. unvmyvw says:

    I do not agree with the quoted comments under the video; any European car is going to cost you an arm and a leg to fix. Also, being a VW owner for over 25 years, the only other manufacturer I would consider would be Japanese. I have never had enough of an issue to leave VW, however.