‘Nothing to Hide’ – New Volkswagen Hispanic Campaign.

Volkswagen of America launches its latest Spanish language TV commercial via C.O.D, Miami. The spot begins airing on Spanish language networks the week of May 17, 2004.

With a follow up to its first CPO TV spot for the Hispanic market, which showed a lie detector getting a read on a CPO Beetle, Volkswagen continues emphasizing honesty in their Hispanic campaign for Certified Pre-Owned vehicles. “When our account planners hit the field to talk to Hispanic consumers about used cars, we found that trust was our biggest obstacle. Even when certified, these consumers felt they would have to do a “personal certification”. By communicating honesty as part of the certification process, we position Volkswagen CPO as a great way to avoid surprises when purchasing a used car.” – said Julio Rodriguez, Director of Brand Management at Miami based C.O.D.

In this humorous TV commercial set to El General’s reggaeton classic “Te Ves Buena” – translated “You Look Good”, a young man begins driving when his pretty date decides to get a little comfortable and reveal her “natural” beauty. “The spot plays off of the idea that you should always be certain of what your getting into, especially a used car. With Volkswagen’s rigorous inspection process on their Certified Pre-Owned vehicles, there’s nothing to hide.” – said Daniel Marrero, Managing Partner at C.O.D.