Slug Bug. Punch Dub. To “Think Small” is to think big.
Posted by Jaci Russo
VW Punch Dub
For years leading up to the Super Bowl, I anticipated the commercials more than the actual game (until this Saintly year, of course). For me, the game was merely the vehicle chosen to showcase those advertisers brave enough to not only spend the millions to air their spots but those that were confident enough in their creative abilities to try and command the attention of the 100 million viewers that anxiously awaited those “soon-to-be the most talked about TV moments of the year” spots. That patiently waited to be humored, shocked, surprised, dazzled, heart-tugged, challenged and perhaps even charmed.
For me, the “charming” commercial came wrapped up in a cute little game of Punch Dub - a modern-day version of “slug bug” that encourages passengers to seek out Volkswagen Beetles on the road, in parking lots, in movies (you get my point) just so they can punch whoever happens to be close by. Now just hear me out. Before you get all purist on me saying that this game was created for the Bug, with only the Bug in mind and should apply only if you see a Bug, let’s talk about why I connected to the spot.
As consumers, we constantly evolve and hats off to Volkswagen for choosing to take that leap and expand with us. They have braved their way into our homes not by pushing features and benefits of their growing fleet, but by connecting to us through an already established kinship, brought to life by people, places and situations that we can all relate to - a pained woman in labor, a bus driver and passenger, 2 cops sitting in their car, friends on a morning walk, a boy and his grandpa, Amish men in a horse-drawn carriage and even sight-impaired Stevie Wonder - pointing out to us all that our connection to Volkswagen is far stronger than we were probably even aware of.
I grew up wanting nothing more than a convertible Beetle - grew into buying a more grown up Passat and as my life evolves and expands, my eyes set sight upon a more practical and roomier Tuareg. Thanks, VW, for noticing.
Oh, but there was one tiny flaw in their new tagline. Don’t you think Das Auto should really be Dat Auto?
by Candy Domengeaux
