Someone lost their pelotas.

Volkswagen rolled out a new creative idea for GTI 2006 model targeting bilingual Hispanics by launching an out-of-home effort in major Hispanics markets. The billboards used the phrase “Turbo-Conjones” in targeting the younger bilingual Hispanic consumers.

A risky, but attention getting bold creative tag line “Turbo-Conjones”.

The outdoor effort was placed mostly on CBS Hispanic Outdoor boards in major Hispanic metros, since Clear Channel Outdoor refused to accept the specific creative execution.

The folks at CreativeOnDemand lead the effort for this campaign.

The boards have been pulled by Volkswagen and replaced with the “Here today – Gone Tamale” billboards, since the client received complaints on the creative execution.

If consumers continue to listen to controversial DJs on the top Spanish language radio stations in the country, where DJs use language of this sort and worse all of the time, are not fined or reprimanded. What’s the difference?

Someone lost their backbones at the client after approving the creative. Young bilingual Hispanics require unique creative concepts and imagery to produce a buying decision.

Why should such a unique creative execution be pulled from all boards in major Hispanic markets, especially in the light that the FCC has yet to censor or fine broadcasters for their DJs using the same words?

We can hear these words on publicly licenses radio stations across the country, but we cannot read them on billboards in the same broadcast radius of these Spanish language radio station.

Increible! Grow some please ………………..

It received the attention that was intended. Younger bilingual Hispanics require unique executions that do not always fit the norm or the acceptable.

The outdoor effort complements a TV execution where two Volkswagen engineers take the new GTI Mk V for a test run. Speedy Gonzales goes out for a cheese run. Somewhere in the middle of the desert the two icons of speed coincide…So goes the spot titled “Speedbump,” part 1 of an episodic three-part TV campaign for the Hispanic market launch of the new Volkswagen GTI Mk V hitting the airwaves.

“The Speedy Gonzales and new GTI Mk V match-up is a natural,” said Kerri Martin, director of brand innovation for Volkswagen of America, Inc. “Both have permeated pop culture. Both have a loyal and passionate fan base. Both have achieved iconic status in a world of high-powered acceleration.”

The celebrated GTI Mk V, commonly known as the “original pocket rocket,” has enviable credentials that include the high-tech, 200 hp 2.0T 4-cylinder engine that produces 207 ft.-lbs of torque from 1,800 to 5,000 rpm, a new fully independent, sports tuned suspension and an understated but dynamically aggressive style.

Legendary Speedy Gonzales, highly regarded as “the fastest mouse in all Mexico,” also sports enviable credentials: the ability to accelerate at great speeds; a quick-thinking mind and unselfish heart; and the ability to outrun and outwit his foes.

In “Cats,” the second spot in the campaign, Speedy Gonzales taunts alley cats from the back of the new 2006 Volkswagen GTI. Later, the spot entitled “Replay” takes us back to cartoon world as Speedy’s hungry mouse friends clamor for some cheese. Thanks to his quick thinking, a cheese factory across town, and the new turbo-charged 2006 GTI Mk V’s, problem’s solved as “Andale, andale, arriba, arriba” reverberates through town.

“Speedy Gonzales will help take the new 2006 GTI’s message to a group of Hispanic drivers who may have not yet experienced the speed and responsiveness of our German engineered hot hatch,” added Martin.

Created by CreativeOndemanD (C.O.D) Volkswagen of America’s Hispanic advertising agency of record, the campaign blends animation with real footage. To create the spots, C.O.D worked closely with Warner Bros. Consumer Products and Warner Bros. Animation. The spot entitled “Replay” fuses vintage Speedy Gonzales cartoons with state-of-the-art computer animation created by Radium, San Francisco.

“In the Hispanic market, Speedy Gonzales is our superhero,” commented C.O.D’s founding partner and creative director, Priscilla Cortizas. “Not only is he the epitome of speed, he communicates positive values like altruism, resourcefulness, intelligence and confidence.”

To view spots CLICK below:

http://www.lava-studio.com/Cats_3-14.mpg

http://www.lava-studio.com/VW_Replay_3-14.mpg

http://www.lava-studio.com/VW_SpeedBump.mpg