In order to combat VW’s most significant brand challenge, model awareness, we created a campaign specifically designed to encourage consumers to take notice of each and every one of VW 13 models. The PunchDub campaign launched with a spot of series of vignettes of people of all ages playing the game PunchDub around the country. Reveal is an evolution of the launch spot - highlighting one specific model, while still showing how the PunchDub game has become a movement, a ritual in everyday life, and a natural reaction as a result of seeing a VW.