First Volkswagen Ad to Launch on Web Sneak Preview
12 November 1999
'Milky Way' is the First Volkswagen Ad to Launch on Web Sneak Preview on the Internet Prior to National Broadcast
AUBURN HILLS, Mich., Nov. 11-- In an unprecedented move,
Volkswagen of America, Inc. will debut its newest television advertisement on
the Internet starting Monday, November 15. Volkswagen's website is
http://www.vw.com . This marks the first time Volkswagen has launched a television ad
on the Web. The campaign, dubbed "Milky Way," features the 2000 Volkswagen
Cabrio, America's best-selling, European-designed convertible.
"We're launching on the Internet primarily because we wanted to try
something new. We hope it will create a fun and exciting buzz about the ad
before it hits the airwaves. We know from our electronic dialogue with
customers that there is a significant website audience who really connect with
our advertising and the music we use in our ads. This is an easy way to give
this group a special preview," said Liz Vanzura, Volkswagen's Director of
Marketing/Advertising. "This spot also lends itself to the Web
because it is completely visual, with no dialogue and another great piece of
music that captures the emotion of the spot perfectly. It's one of those
songs that can bring you into a very specific mood very quickly and keep you
there for a long, long time."
Volkswagen will alert over 250,000 consumers to the website by sending an
email directing them to log onto the Volkswagen website on November 15 to view
the commercial. Consumers will also be directed to the site by a full page ad
running in USA Today on Monday, November, 15. The emails will be sent to
Volkswagen leasees, recipients of VW's eNewsletter, and those who have
requested information from vw.com. The email will also contain Apple's
QuickTime video software, allowing users to enable their computers to download
the spot. Additionally, those who visit the site will be able to link
directly to Amazon.com to purchase "Pink Moon" by Nick Drake, the original
music used in the new ad.
"The song is very special," said Ron Lawner, Arnold Communications Chief
Creative Officer. "It's an old song by a guy named Nick Drake. It's called
Pink Moon and is actually a very good introduction to Nick Drake if you're not
familiar with him. It's very transporting. And to us seemed very fitting for
a beautiful drive in the country on a very special night."
The ad focuses on a group of friends out for a moonlit drive, listening to
a great song in their Cabrio. When they reach their destination they realize
they have been having more fun just driving around under the stars. They
decide to turn around and go back.
"The whole thing started when we were talking about how great it is to
drive around in a convertible at night," said Lawner. "You always see
commercials with people driving around in the sun, going to the beach and it's
all fun and bright and everything, but we were talking about how, for us, it's
so much more powerful when you can look up at the stars while you're driving
somewhere great and just be awestruck at the beauty of it all, and for a few
brief minutes just feel small. That's the magic. That's what the Cabrio is
about."
The national broadcast campaign will be launched on Monday, November 22,
and will run on high profile shows like Spin City, Just Shoot Me, 20/20,
Frasier and the Practice, as well as cable stations including ESPN, Fox Sports
Net, MTV and Comedy Central.
Founded in 1955, Volkswagen of America, Inc., is headquartered in Auburn
Hills, Mich., and is a wholly owned subsidiary of Volkswagen AG, which is the
fourth largest producer of passenger cars in the world. It markets a full
line of Volkswagen and Audi vehicles through a network of about 600 Volkswagen
and 260 Audi dealers. In the United States, Volkswagen has sold more than
10.6 million cars and is the top-selling European importer. Volkswagen of
America imports cars from company plants in Germany and Mexico through port
operations in San Diego, Calif., Boston, Mass., Wilmington, Del., Brunswick,
Ga., and Houston, Texas.