"We're reintroducing Volkswagen to the world by using a lovable icon that everyone will know and relate to," says Tim Ellis, VW's vice president of marketing. "Max will be integrated into everything we do and will be the connective tissue as we launch new vehicles."
The first spots will feature celebrities on Max's talk show. Bobby Knight, Leonard Nimoy and Heidi Klum will be among the celebs featured. The ads will then eventually work into the new vehicles that VW will be releasing over the next few months.
This to me seems like a brilliant way to advertise. You capture the buying public's imagination and play off of emotion. Here's to VW!
Source: USA Today.
Introducing Max the Love Bug