Cannes Lions

VW GTI MKV

CRISPIN PORTER + BOGUSKY, Miami / VOLKSWAGEN / 2008

Film
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This Volkswagen campaign was a historical moment in that it was the first and only advertising campaign ever soundtracked by an album, in this case Wilco’s 'Sky Blue Sky'. The first spot of the campaign, 'Tow Truck', began airing the week the album was released, and it charted higher on Billboard than any previous Wilco album. This unique alliance benefited both the band and the brand; there were thousands of discussions of the campaign in music and advertising print as well as online and broadcast media. The spots were praised, and the exposure of music led to more sales for the band, not only through traditional distribution but also via links from the spots posted on VW.com to buy the songs on iTunes and Rhapsody.

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