Volkswagen Airs the Punch Dub Super Bowl Ad

The North American division of Volkswagen yesterday aired the 30-second "Punch Dub" Super Bowl ad, which is based on the classic Punch Buggy game. The "Punch Dub" campaign, which also includes an online version of the game available on Facebook, and is part of a new approach to Das Auto tagline.

The ad debuted in the third quarter of the game and showed various people in different driving situations gently slugging others in the arm every time they spot a Routan, Tiguan, CC or any other Volkswagen model.

The spot features a cameo from Multiple Grammy-Award winner and U.S. Messenger of Peace designee, Stevie Wonder, as he slugs actor and comedian, Tracy Morgan, in the arm after a red Jetta drives by.

"People think they know Volkswagen but we believe there is a bigger story to tell about our brand, our commitment to the American market and our expansive line of affordable, German-engineered cars that are fun to drive," said Tim Ellis, Vice President of Marketing, Volkswagen of America. "With more than 100 million viewers, the Super Bowl was the perfect forum to debut the first stage of our communications program to reintroduce American consumers to today's Volkswagen."

The Punch Dub game on Facebook encourages people to virtually ‘slug’ their friends and families. Players have to pick one of thirteen Volkswagen vehicles, customize their punch and choose a Facebook friend.  The more friends they punch, the more chances they have of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.