HERNDON, Virginia — Following on the heels of last week's word that Audi will appear in Super Bowl XLIV, Volkswagen on Monday confirmed that it will roll out a 30-second spot during the third quarter of the game. This marks the first time in nine years that VW has advertised during the Super Bowl.
Few details about the VW ad were released. "The spot will debut a new approach to the "Das Auto" tagline and positioning and is the first step in a much larger multifaceted campaign to increase model awareness and familiarity by reminding consumers of all the new Volkswagen products on the road," said Volkswagen of America in a statement.
Max the Beetle, the talking 1964 black Beetle that was part of the "Das Auto" campaign in 2009, will not appear in the new campaign, said VW.
But the automaker did not specify which products will be part of the new advertising push.
Inside Line says: The German automakers (wisely) are among the first to the Super Bowl party. — Anita Lienert, Correspondent
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