COD Launches ‘Bull’ For The Volkswagen New Jetta.

Miami-based COD has developed a new TV commercial titled “Bull” as part of the new Volkswagen Jetta launch campaign. The spot will begin airing in the U.S. this week on major Spanish-language television outlets, including network and cable TV.

“Bull” was filmed in the beautiful colonial city of San Miguel de Allende, Mexico, where half a dozen bulls and almost one hundred extras participated in the production. The commercial opens on a driver who has just parked his Jetta and is getting ready to participate in a “running of the bulls” celebration. His back is turned, so he doesn’t realize that an ill-disposed bull is charging towards him and his vehicle. The bull then smashes into the Jetta while the driver remains oblivious to what has happened. The commercial closes on the groggy bull as he tries to recover from the collision. The spot combines live action scenes with computer generated effects to obtain a stellar performance from the bull.

“Although working with bulls presented us with various technical challenges, it gave us the opportunity to showcase the Jetta’s safety in a humorous way and one that is very much aligned with the tonality of the brand,” explained Priscilla Cortizas, Founding Partner and Creative Director of COD. “The new Jetta,” Cortizas continued, “was given the best safety rating in its category against side impacts by the prestigious Insurance Institute for Highway Safety in April of this year. Unfortunately, no one mentioned this to the bull”.