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VW's First Drive Through the Big Game

Arnold Worldwide is looking to CBS's Jan. 28 telecast of the Super Bowl to score big for two premier clients: Volkswagen of America and VW will be the "exclusive" in-game automobile advertiser for Super Bowl XXXV as part of a deal likely to cost at least $10 million, sources said.

A representative from Boston-based Arnold declined to talk dollars but did say that VW will probably air at least two different 30-second spots, each tagged with the familiar "Drivers wanted" slogan and each scheduled to run twice.

The new executions will plug existing car lines, such as the New Beetle or Passat, though the representative declined to go into detail.

This marks VW's first drive through the Big Game. General Motors' Pontiac is sponsoring the post-game show.

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