Volkswagen is a brand that has always made people feel good. Volkswagen has a history of creating innovative advertising and marketing communications. The legendary advertising agency Doyle, Dane and Bernbach created the “Think Small” campaign in 1959. The “Think Small” campaign utilized simple black and white images with copy that told a story and built a relationship with a generation of Americans.
This was in sharp contrast to the “Muscle Car” advertising of the early 60’s that heavily promoted size and speed. The design of the print ads included a small product shot with a lot of whitespace. This design style influenced a generation of marketing communication. Over time people fell in love with the Volkswagen Beetle. Volkswagen became an iconic American Brand. Everyone has a Volkswagen Beetle story to tell.
Tomorrow is the Super Bowl. The ads often time generate as much buzz and talk as the game. Many Super Bowl commercials have already been watched by millions of people on You Tube as I write this post.
Volkswagen has created a somewhat controversial ad titled “Get in Get Happy”. The new ad features Jimmy Cliff covering “The Partridge Family’s theme “C’mom Get Happy”. The ads feature an office worker from Minnesota who speaks with a Jamaican accent and attempts to cheer up his co-workers with sunny slogans. Some media critics have labeled the ads as racist. Jamaican’s Minister of Tourism and Entertainment, Wykeham McNeil, defended the ads. “I urge persons all across the globe to do exactly what the commercial portrays which is to tap into your inner Jamaican and get happy.”
Personally, I like the ad. I think it communicates the message that Volkswagen is a brand that makes people feel good. Volkswagen puts a smile on your face. The brand is leveraging its heritage in a modern way. Volkswagen has always found a way to cleverly leverage the stories of their passionate fans in their marketing.
Do you like Volkswagen’s new “Get in Get Happy” Commercial?