Vee-Dub ads (thankfully back) in da haus

Throughout their history, Volkswagen's advertising has been some of the most entertaining stuff on television. Like their cars, the ads have seen some ups and downs over the years. For the last decade, Boston-based Arnold Worldwide has been VW's ad agency of record and initially did some cool stuff.

You may recall a TV spot from the late '90's where a pair of twentysomethings pick up a chair they find on the street and put it in their Jetta. After driving a bit they realize the chair smells and return it. All the while a quirky but memorable song—"Da Da Da" by the German band Trio—plays in the background.

It was a great start for Arnold, but, with a few notable exceptions, it’s been a long gradual downhill slide from there. VW's ads became more about features-and-benefits and less about the quirks that make the brand different. They were always a bit better than 'typical' car commercials, but only just.

Simultaneously, Volkswagen's cars became less distinctive and more bland. Yeah there was the new Beetle which started the flood of retro redux cars, but the rest of their line has remained pretty uninspired…and the gluttonous Touareg SUV is almost as embarrassing for VW as it’s shared-platform sister, the Cayenne, is for Porsche. But I digress…and I’m really not a ‘car guy’ anyway. But the ads…

Earlier this year, Miami-based Crispin, Porter + Bogusky took over the advertising reins and may just give the German überbrand the shot in the arm they need. During the Winter Olympics CPB made their VW debut with the interesting “Make Friends With Your Fast” spots. They were quirky, somewhat entertaining, and a little out there...but likeable. I heard a lot of people talking about how weird these ads were, which is at the very least an awareness.

More recently CPB have launched a new campaign for Jetta that features some shocking crash footage. They definitely get your attention and make you think about safety (though I’m not sure specifically about Jetta). In any case, the ads are memorable and, unlike the Volvos of the world. they actually show real people (or what we are to believe are real people) in the crash as opposed to dummies. Indelible stuff.

But my personal favorite are the new GTI “Un-Pimp Your Ride” spots. Brilliantly lampooning the onslaught of ridiculous car customization reality shows, CPB presents the GTI as the more refined cool car. Less sparkle, more style and, theoretically, ample power under the hood. I laugh out loud every time I see them.

Since I would like it very much if you peed in your pants, I've included links to the spots. Just click on the version of your choice then click 'Preview' on the landing page:

Wrecking Ball

Crate

Catapult

I don’t know if VW’s cars are (or will be) any better, but their advertising is definitely on the upswing. Here’s hoping they keep the German precision under the hood and let the kids at CPB do the driving.