Volkswagen Brand Rookie Unveils Super Bowl Plabook

Volkswagen is tying it all together -- brand consistency across advertising, a focus on vehicles, and a seamless creative look -- in its new “Smart Buy” regional dealer group campaign.

The new Super Bowl spot leverages the “Power of German Engineering” to deliver the message that the automaker has more vehicles on the road with 100,000 miles on the odometer or more than any other brand.

"We are in a stage within the industry where it's not just about views of an ad, not just about media impressions, but where technology is today and how do you engage consumers in a meaningful way,” said Volkswagen brand Vice President-Marketing Vinay Shahani, adding, “So [for the Super Bowl] the work's not done when game starts."
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