“Pretty Baby” on the New Baby Boom

Need a new vehicle that goes great with your stroller? VW wants to sell you one, and they’ve hired Brooke Shields to help drive you to a dealer.
Adweek’s Barbara Lippert, for one, is in favor of the approach.

I like Brooke Shields, especially when the picture-perfect Princeton grad plays against her natural earnestness, as she does in this Crispin Porter + Bogusky spot for the newly introduced Volkswagen Routan, a minivan-type vehicle perfect for hipsters in the family way.
In faux-concerned, do-gooder obliviousness, Shields claims there’s an “epidemic sweeping the nation: women everywhere are having babies just to get a VW Routan.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.