Volkswagen of America, in collaboration with creative agency Deutsch, debuts its new marketing campaign “Betta Getta Jetta” to launch the all-new 2019 Jetta. The fully integrated campaign includes a dozen unique spots that bring the Jetta to life by combining state-of-the-art 3-D computer generated design with a color palette inspired by the vehicle’s available 10-color ambient lighting system. The spots, titled “Remix,” “Bumper-to-Bumper,” “Turb-Whoa,” “Moods,” “Bass,” “Rings,” “Puzzle” and “App Magnet” will all run nationally on various broadcast, digital and social channels.
“The Jetta was first on the market in 1980,” said Jim Zabel, Senior Vice President of Marketing, Volkswagen of America. “This campaign is a true example of the product inspiring the campaign. Unique features like ambient lighting and Beats Audio provide a unifying thread of color and music throughout the work. Although the product is the star, the fun spirit of Jetta shines through every piece of work.”
The all-new 2019 Jetta offers a bolder design and more interior space than the previous vehicle. The campaign highlights innovative features and attributes including an available 10-inch configurable Volkswagen Digital Cockpit, available 10-color ambient lighting system, an available 400-watt BeatsAudio™ sound system, 1.4-liter turbocharged engine and the People First Warranty, America’s Best Bumper-to-Bumper New Vehicle Limited Warranty.
In addition, through an association with Interscope Records, 12 amazing tracks from emerging artists on the Interscope label, including Gryffin, Louis the Child, YUNGBLUD and Kali Uchis, help augment the energy and playful tone of the campaign.
“To relaunch one of Volkswagen’s most iconic vehicles, we wanted to convey a youthful and fun side of the brand,” said Todd Riddle, EVP, executive creative director at Deutsch. “We tapped into different production techniques and utilized music in ways we haven’t before. It is a perfect reflection of the brand’s soul while signaling an important progression with the new Jetta.”
The Jetta will be in market this month and every Jetta model comes with the People First Warranty. The warranty provides coverage for six-years or 72,000-miles (whichever occurs first), and the warranty can be transferred to subsequent owners throughout the remainder of its duration.
About Volkswagen of America, Inc.
Founded in 1955, Volkswagen of America, Inc., an operating unit of Volkswagen Group of America, Inc., (VWoA) is headquartered in Herndon, Virginia. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. VWoA’s operations in the United States include research and development, parts and vehicle processing, parts distribution centers, sales, marketing and service offices, financial service centers, and its state-of-the-art manufacturing facility in Chattanooga, Tennessee. The Volkswagen Group is one of the world’s largest producers of passenger cars and Europe’s largest automaker. VWoA sells the Atlas, Beetle, Beetle Convertible, e-Golf, Golf, Golf Alltrack, Golf GTI, Golf R, Golf SportWagen, Jetta, Passat, Tiguan, and Tiguan Limited vehicles through more than 650 independent U.S. dealers. Visit Volkswagen of America online at http://www.vw.com or media.vw.com to learn more.
About Deutsch
Deutsch is an advertising, design and digital agency known for its award-winning creative campaigns. Integrated practices include creative advertising, media planning and buying, all aspects of digital marketing including ecommerce and mobile, multicultural marketing, public relations, social media, branded entertainment, music, and experiential marketing. Deutsch’s clients include Volkswagen, Taco Bell, Target, Dr Pepper, Canada Dry, Snapple, Green Giant, Johnson & Johnson, PNC Bank and Georgia-Pacific, among others. Deutsch has been named one of the most innovative companies in advertising by Fast Company and has regularly appeared on Advertising Age’s Agency A-List. For more information, visit www.deutsch.com.