Creativity

VW asks U.S. soccer fans to pick a new country for World Cup support

Ads by Deutsch see the Brazilians, Belgians and more all making their pitches

By Alexandra Jardine. Published on Jun 14, 2018

Editor's Pick

With the U.S. not taking part in the World Cup this time, it's tricky for American soccer fans to know who to support. Volkswagen is giving them some help with a light-hearted series of ads around the tournament, in which representatives of different countries pitch for their custom.

The ads, with the tagline "Jump on the Wagen," are all set in VW cars. In one, a car-load of Swiss people promote the country as the home of Swiss army knives and tweezers, a couple of Argentinians demosntrate their "passionate" nature by arguing over what's playing on the car stereo and a Brazilian woman shows off a trunk-full of soccer trophies. In another spot, above, the Belgians, who hold the "world's biggest electronic dance music festival," make their case, an Icelandic woman makes a play for more people to add to their tiny support crowd and the Germans point out that they gave the U.S the frankfurter.

The campaign is by Deutsch and will air on Fox and Fox Sports.

Additionally, Volkswagen worked with Hispanic agency Creative on Demand to release a Spanish language campaign titled "Subete a la Pasion." The campaign features fans from several Hispanic nationalities inviting other fans to "get on board" and celebrate their shared passion for soccer, or "futbol."

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Credits

Date
Jun 14, 2018
Client:
Volkswagen
Agency:
Deutsch

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