• by Karl Greenberg , January 13, 2010

For the first time in nine years, Volkswagen of America will advertise during the Super Bowl. The company will premiere a 30-second spot -- the first from new agency Deutsch L.A. -- during the third quarter of Super Bowl XLIV. The ad uses the "Das Auto" tagline introduced in 2008.

It will be followed by a new retail-centric campaign that the company says is meant to "increase model awareness and familiarity by reminding consumers of all the new Volkswagen products on the road," per a company release.

Said Tim Ellis, VP marketing, in a release, the new campaign "gives consumers a reason to take another look at the brand and gain new perspective on the breadth of our vehicle offerings, quality, performance and value."

The ad will be followed by a sales push. The company says the retail campaign, kicking off right after the Super Bowl, will include TV, online, outdoor, radio and newspaper elements as well as point-of-purchase materials. A digital and social media program that touts the entire VW lineup will not feature Max the Beetle, who helped to establish "Das Auto" in the U.S. market in 2009.

The company says that the campaign will promote the innovative features and benefits. The humorous ads talk about how Volkswagen is delivering German engineering.

Interpublic's Deutsch won the Volkswagen account last fall in a shootout with Omnicom's Goodby Silverstein & Partners. Incumbent Crispin, Porter & Bogusky declined to participate in the review.

At the time it chose Deutsch, the company reportedly said the difference was the agency's digital savvy. Indeed, the company touted its latest GTI in October with a campaign comprising an iPhone app, "Real Racing GTI," and little else.

Volkswagen Group of America -- representing both Audi and Volkswagen brands -- is aiming to sell one million Volkswagens and Audis in the U.S. by 2018. The Volkswagen brand saw U.S. sales increase 16% over December 2008. The company is also building a $125 million flagship Audi and Volkswagen store in New York City.