• Adweek, Wednesday, October 4, 2006 12:15 PM

Customers who purchase designated 2007 and select 2006 Volkswagens will get a guitar made by First Act that can plug directly into the car's sound system, as well as a personal computer, via a built-in pre-amp. The instruments feature the VW logo, display the vehicle identification number of the owner's model, have custom-color pick guards that match the cars, guitar straps made of safety belts, VW knobs and blue indicator lights that match the vehicle's instrument panel. A multimedia campaign promoting the program includes TV ads starring guitarists Slash, John Mayer and Christopher Guest--the latter reprising his role as Nigel from "This Is Spinal Tap." A spot breaking this week features Slash, the former Guns N' Roses guitarist, playing his instrument in front of stacked Volkswagens. To help non-musicians make use of their new guitars, VW is offering interactive guitar lessons with Dweezil Zappa, among others, on the site www.vdubsrock.com. Its collaboration with First Act demonstrates that Volkswagen is a brand with "an unparalleled ability to create unique and appealing connections with its consumers," says Kerri Martin, the automaker's director of brand innovation. Crispin Porter + Bogusky is the agency.

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