Hop In @ Volkswagen.

creativeondemand, Volkswagen advertising agency of record for the US Hispanic market, launched its second spot “Hop In” for the New Beetle Convertible as part of its strategic advertising initiative for this market.

With the Volkswagen New Beetle Convertible, creativeondemand’s main challenge was to create a strategic concept that had the flexibility of communicating the different personalities of the car under one umbrella. Following this line of thinking, creativeondemand designed a television campaign that played with the standard features of the car as well as the different sensations experienced by drivers and spectators.

“Hop In” was initially conceived to follow the conceptual line of the first TV commercial “Anthem”, but adding a humoristic tone to it. With “Anthem”, the driver submerges himself in a sensational experience that produces an emotional connection with the car. In contrast, “Hop In” engages in the element of humor and surprise to communicate another standard feature of the car. The notion of keyless entry “Entrada sin llave” was turned into a surprise factor and literally executed.

The action begins with a frontal shot of the New Beetle pulling up to an apartment complex. A young driver leans out of the window and calls his friend, who is on the second floor. Meanwhile the driver is waiting for his friend, the camera moves around his action in the New Beetle Convertible. Suddenly, his friend falls right into the passenger’s seat. Following an impervious attitude, the driver barely acknowledges the presence of his friend who just dropped in the car. The spots ends with a wide shot of them driving off revealing the New Beetle Convertible as the super “Entrada sin llave.. Standard.” (Keyless Entry. Standard.) appears.

The spot will begin airing March 10th in Spanish language networks such as Telemundo, Univision and Mun2.