Along with a brand icon called the "fast," a gremlinesque character that issues commands to Volkswagen drivers in a deep, robotic voice, the Volkswagen campaign also introduces a new slogan, "Make friends with your fast".
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Volkswagen "Fast" mascot
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Brand Related
Comment(s): 5
In an effort by Volkswagen to increase slumping sales while testing the creative chops of its new agency, Crispin Porter & Bogusky in Miami, a unit of MDC Partners created "Fast".
It is also a considerable test for Crispin, a midsize agency known for its innovative creative work for Burger King and Mini Cooper; the Volkswagen account is its largest to date.
Side view of "fast".
VW "Make Friends With Your Fast" mascott display at the 2007 Chicago Auto Show.
VW "Make Friends With Your Fast" mascott display at the 2007 Chicago Auto Show.
VW "Make Friends With Your Fast" mascott display at the 2007 Chicago Auto Show.
VW "Make Friends With Your Fast" display at the 2007 Chicago Auto Show.
VW "Make Friends With Your Fast" display at the 2007 Chicago Auto Show.
VW "Make Friends With Your Fast" display at the 2007 Chicago Auto Show.
Subaru's ad making fun of Volkswagen's "Fast" character.
VIDEOS
Volkswagen Golf GTI Faster TV comercial.
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LINKS
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what a stupid campaign that was
Really? I thought it was cool. Maybe I'm the target audience?
I think it's pretty cool too. A family member just bought a GTI and Volkswagen shipped them a "Fast". Very cool and very well made. It comes in a very well designed box and a brochure, and the "Fast" has interchangeable tails for attitude. I want one!
I like that most people disagree about this campaign. A lot of other campaigns try so hard to be neutral that no one feels any particular way about the advertising. It's much better to have a vocal audience on both sides. That way, a lot more people hear about it. A lot more people join sides.
They did a much better job with the Mini campaigns. Those attracted the type of buyer who actually bought Minis. Sad to see them falling onto the high-mileage campaign now.