Marketing

March, 13, 2006 - 06:45 PM / ET

Icons of Speed Unite
Speedy Gonzales(TM) and new GTI Mk V meet in new Volkswagen campaign for the Hispanic market


Auburn Hills, MI--(HISPANIC PR WIRE)--March 13, 2006--Two Volkswagen engineers take the new GTI Mk V for a test run. Speedy Gonzales(TM) 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 today.

“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.”

Founded in 1955, Volkswagen of America, Inc. is headquartered in Auburn Hills, Michigan, and is a wholly owned subsidiary of Volkswagen AG, one of the world’s largest automakers. As one of America’s top-selling European brands, Volkswagen markets a full line of vehicles through a network of over 600 dealers in the United States.

For more information on the Volkswagen GTI, please visit the web site at http://www.media.vw.com. Registration is required.

LOONEY TUNES and all related characters and elements are trademarks of and (C) Warner Bros. Entertainment Inc.








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