When Volkswagen came to us at the end of 2013, we were six months old, 20 people deep, and we had 10 days to come up with their next big Super Bowl campaign. Working off of the functional brief that Volkswagen had more cars on the road with over 100,000 miles than any other automotive brand, we knew we had our work cut out for us.
Our spot for the big game, “Wings,” was inspired by the quintessential moment in the popular holiday classic “It’s a Wonderful Life.” What if every time a VW hit 100,000 miles, a German VW engineer got his wings? And what if the same engineers were responsible for engineering an equally reliable teaser as they do a vehicle? The result was a precisely crafted, fully integrated, trope-tastic, meme-ified Super Bowl campaign.
“Wings” was the most viewed automotive ad during Super Bowl XLVIII, outperforming VW’s previous two years’ performance, and our campaign generated a 14% increase in claim awareness (which equated to 34MM Americans).