VW beetle: old meets new...

In this commercial, VW is using the actual product as the persona. It is comparing the old (original) version of the VW with the new SUV version. The ad agency has given it a name (Max) and an identity - a German man, who makes clever comments.

This may stick out to consumers amid all the "noise" we get everyday on television, etc. If we are used to seeing people telling us about a product, seeing an automobile doing that would catch our eye.

The commercial is trying to show progress while still maintaining the qualities that make VW a specific brand. By using the European SUV of the Year award, it is establishing a level of excellence. It is trying to appeal to the idea of an SUV, but when Max says "you're so compact you're practically my size!" VW is trying to tell consumers that like the original product that things haven't changed too much.

My favorite part of the video was the second commercial. Max says he and the new SUV are like twins. The new version is the FASTER, MORE POWERFUL one...and he's the funny one!

I think this was an effective advertisement; using that band, and setup, it is the making of a good campaign.