Cannes Lions

VW JETTA

DEUTSCH INC., Los Angeles / VOLKSWAGEN / 2011

Film
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In the US, compact cars have long been considered the poster child of basic, mundane transportation. Price is what drives the segment. Jetta has always been loved for its style and refinement, but was viewed as too expensive for a compact and therefore not often considered. With this new Jetta, the price has gone down to make this car competitive in the segment and shift people’s perspectives. The ‘Moonlighting’ spot addresses these challenges head-on by depicting a young man who works numerous odd jobs to save up enough money to buy his dream, the all-new Jetta, which he perceives to be expensive. Only after being a women’s self-defense dummy, golf ball collector, dog walker, human hotdog, pedicab driver, rodeo clown, nude model and finally a sponge bath delivering hospital orderly, does he become aware through a freshly put up billboard that the vehicle price is only $15,995. He is so amazed by this that he goes out and buys two new Jettas in different colors and proudly outfits them with customized “mine” license plates. The spot ends on the tagline “Great. For the price of good” which reinforces what this all-new Jetta brings to the compact segment as a whole.

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