Volkswagen is relaunching its Rabbit model this fall, and part of its marketing plan includes an unusual print ad in
Playboy. Rabbit ad agency Crispin Porter + Bogusky has arranged for the back
cover of the magazine's September issue to feature a reverse angle shot of three Playboy bunnies who appear on the front cover. In the back cover ad, the girls are shown from behind; one of them is
sporting the Rabbit icon and little else. The copy, including the Playboy logo, is in reverse type, suggesting transparency to the front cover, and reads: "The Volkswagen Rabbit. It's Back." "The
original idea was to replace the hidden bunny icon on the cover," says Rob Strasberg, vp and creative director at CP+B. "But Playboy said no one messes with that rabbit. So we went back and threw this
other option at them." Strasberg says the Rabbit is "one of the most youthful cars, and we definitely wanted to keep the male promiscuity of the rabbit in there, so the rabbit made sense, and the
target matches
Playboy."
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