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24.7.07 0045
The 7 - Movies & TV - That Jetta "Safe Happens" Commercial
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Simba
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#1 Posted on 19.4.06 0813.04
Reposted on: 19.4.13 0814.38
Has anyone seen this yet? VW has a new Jetta ad with 2 guys chatting in a car, when all of a sudden they crash into a truck and the air bags go off. They cut to a shot of them at the scene with a "Holy..." look. It's very well done and kinda shocking when you first see it. It certainly stands out amongst the sea of car ads out there.

VW doesn't appear to have it on their site yet. I'll see if I can dig up a link somewhere.
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Deputy Marshall
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#2 Posted on 19.4.06 0818.16
Reposted on: 19.4.13 0818.21
They've done at least two that I've seen thus far. There's the one you described, and there's one with (I think) two guys and two girls that ends in the same exact fashion, including the girl saying "Holy-" and being cut off. And yes, I had the same reaction you did when I saw them, though I was surprised to find it was a VW commercial and not one for an insurance agency.

Do we have any Ws that work in marketing? I know they're trying to sell that the cars are safer, but I'd think the psychology of railroading a potential consumer with images of a car crash and then having a car that's dented in on the driver's side as the last image of the commercial wouldn't be conducive to moving the vehicle in question.
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#3 Posted on 19.4.06 0837.08
Reposted on: 19.4.13 0838.56
Here is the link to the ad (media.putfile.com) - very scary, very effective - they both lived without any visible injury - sends a safety message
DrHogie
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#4 Posted on 19.4.06 0845.45
Reposted on: 19.4.13 0846.00
That commercial is one of the few that's ever made me take pause -- it's very gripping, very well done. And Deputy Marshall, I agree with what you're saying. However, the image of getting hit THAT hard, and having only the side caved in while everyone is walking around outside the car sends home a very VERY important message.
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#5 Posted on 19.4.06 1013.17
Reposted on: 19.4.13 1014.42
It's similar to an insurance ad where a couple driving to the theatre ("these are great tickets") collide with a larger vehicle. That one began airing last fall.
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#6 Posted on 19.4.06 1019.48
Reposted on: 19.4.13 1019.48
I saw these a few days ago and remarked to my roommate "that ad makes me want to buy that car." It grabs the attention and, more importantly, tells me something about the car that I, as a consumer, would like to know. Most effective car ad I have seen in a long time. Certainly better than ad # 5,490 of random SUV driving up mountain or through desert terrain.
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#7 Posted on 19.4.06 1035.37
Reposted on: 19.4.13 1036.53
At least one "expert" says the ads won't work:
http://www.nypost.com/entertainment/62610.htm
(bugmenot might be required)
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#8 Posted on 19.4.06 1209.39
Reposted on: 19.4.13 1209.42
    Originally posted by DrHogie
    That commercial is one of the few that's ever made me take pause -- it's very gripping, very well done. And Deputy Marshall, I agree with what you're saying. However, the image of getting hit THAT hard, and having only the side caved in while everyone is walking around outside the car sends home a very VERY important message.


The message it sent to me was to pay more attention to the road when I'm driving. It's a very strong message, but I don't think that enough time is spent showing that they're okay. The entire commercial builds up to the shock value of them getting hit, not how safe they were.

It's a nice idea, but while I remember everything about the crash, I couldn't tell you anything about the car. I think they just missed the point when actually filming/editing.

It was like watching a higher-quality "Apprentice" losing-team commercial.


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#9 Posted on 19.4.06 1211.17
Reposted on: 19.4.13 1211.36
    Originally posted by Laura Ries, president of marketing strategy firm Ries & Ries
    Using the safety tactic is effective, but not for Volkswagen. Jetta has always been the fun, young, hip car. That doesn't have anything to do with safety - it's the opposite of safe. Each car needs to focus on something - the trigger point that's going to make people buy that car. With Jetta, it's certainly not safety - and it's not Fahrvergnugen, either! I've never been able to figure that one out.
Why cant a car have more than one trigger point to attract different kinds of people? She obviously knows more about this that I do, but that statement kinda stood out for me.

BACK ON TOPIC: I like the new VWs. I'm tired of all cars looking the damn same (especially compacts) and these new VWs look really distinctive. I also like the crash commercials. Every time one comes on, I stop what I'm doing & wait for the crash. It's also neat to see if you can spot the other car coming before the accident, even though you already KNOW it's coming.
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