It is good to hear that bad puns have survived a decade of uptight up-positioning at Volkswagen, and are alive and well. You had me worried, friends. Under the tagline “As sun as possible”, Volkswagen starts a digital campaign that brings the new Beetle Cabriolet to the Interwebs.
Werner Butter, for many years Creative Director at Volkswagen’s Doyle Dane Bernbach agency, and father of many advertising classics for Volkswagen, once told me, entre nous copywriters: “I’d rather lose a good friend than give up on a bad pun.” Then he winked at me with his one good eye. Werner died in 2009, but the spirit of wonderful bad puns lives on, thank God.
“Like Father – Like Sun” headlines one ad (after I edited it slightly, Volkswagen, take note.) And the puns, they keep on coming. The digital campaign has six young influencers trendsetters share their experiences during a tour of Hawaii in the new Beetle Cabriolet. On the same occasion, the Beetle website is being re-launched and there are new pun-ny advertising motifs for print media.
Strand! Sonne! Mehr!