What would come to your mind, if I ever told you “Wolkswagen?”
For me, the brand Volkswagen (VW) is a synonym of turtle. Not that the car is slow, but the association is due to the turtle-shape of its former cars. Regardless of the good intents behind the name of the brand (the German name Volkswagen means “people’s car”) and the design and creation of its cars, aesthetics quickly became the most visible characteristics of VW cars. In fact, the car was meant to be affordable, fuel efficient, reliable, and easy to use.
The commercial of the 2011 Tiguan Piñata is very efficient in that it reminds people, I included, one of the main characteristics of Volkswagen cars: robustness or reliability. The narrative of the story stresses that aspect with first a young boy and then a male adult unable to break a “SUV-shape VW Piñata.”
The commercial is effective on another aspect. For people who like me turn down the volume of their TV when commercials start, that commercial is the right response of advertisers. There is no talking. The narrative, that lasts 31 seconds, is made of sequences punctuated with the war cry of the young boy, the sound of the baseball bat on the car, some other background noise, and the text “Built like a Volkswagen. The 2011 Tiguan.”
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