Chrysler, Cadillac, and Chevrolet aren't the only folks looking for new advertising agencies on the assumption that, to quote GM CEO Fritz Henderson, "We can do better." For the last four years Crispin, Porter and Bogusky has attended to Volkswagen's advertising needs, bringing us moments like the return of the "Rabbit" name, that talking black Beetle, the "Find Your Fast," "Unpimp Mein Auto," "Meet the Volkswagens" and Brooke Shields hawking Routans.
Now it's the turn of Deutsch LA, who won VW's print and digital business. VW has just 2% of the U.S. market, which is about half a percent higher than when Bogusky took over, but they desperately want to get that higher and they'll be showering $200 million on Deutsch LA to make that happen.
Deustch LA's last automotive account was Saturn, and we'll assume the reason we can't remember a single Saturn commercial is due to GM's lack of ad creativity, not the agency's. VW is known for its willingness to go bold with campaigns, so we look forward to seeing what Deutsch can do.