The "Fast" is heard to say, "My Fast likes to drive with the windows down." The wind-blown girl is asking why they always have to ride with the windows down.
The windows are down, the engine is roaring and his girlfriend's hair is blowing all over. In one ad, a guy in his early 20s is seen clearly enjoying his drive. The "Make Friends." line is unique to the GTI launch. Though Volkswagen's decade-old "Drivers Wanted" theme doesn't appear, VW and the ad agency say not to assume that the slogan is going to be replaced. It's not as tortured a creative vehicle as it sounds. It rides with the drivers of the car, and is heard speaking as if it's the driver's conscience.įAST COMPANY. In the ads, as well as the broader marketing campaign, the "fast" is embodied in a strange little character that looks like a cross between Darth Vader and the Tasmanian Devil. The ads' theme is "Make Friends With Your Fast," a reference to the "thing" inside drivers that makes them like to go fast and drive high-performance cars.
Four new TV ads for its just-released GTI performance car that broke this week during the Winter Olympics are the most energized and brand-correct ads to come from VW in five years - back when the German auto maker was setting an ad standard for companies in and out of the automotive category.
Volkswagen has been looking for a new bolt of energy for its faltering brand, and it may finally be on to something with its first marketing campaign from its new ad agency, Crispin Porter + Bogusky.