'Un-Pimp My Ride' ad for Volkswagen GolfEnlarge Photo
It's been nearly a decade since Volkswagen ventured onto the hallowed advertising ground known as Superbowl, but on February 7, that'll change. In a prepared statement, VW said that it will run a spot during the game that "will debut a new approach to the 'Das Auto' tagline" -- one intended to remind buyers "of all the new Volkswagen products on the road". The company also said that Max the Beetle will not be in the spot. Oh well, he had a good run.
VW's return to the world of $2.5 million 30-second ads is good news for the company, its fans, and the general public. First and foremost, it implies that Volkswagen's cash flow is healthy enough to warrant some high-stakes advertising. And although CBS's rates for the Superbowl have dropped (from last year's $3 million per spot), the fact that VW and others have nearly filled the schedule are one more indication that the global economy is in turnaround mode. Perhaps best of all, this means that enthusiasts and football fanatics will both get to enjoy a new ad from an automaker known for great ads. It may not be quite as awesome as this 2008 spot for the VW Golf, but then again, that's a high bar to leap, ya?