I was hired to help develop and maintain the Volkswagen voice when Deutsch won the account. Along with supervising a staff of creatives, I also served as ACD and main writer for multiple seasons of brochures for all 13 models. That evolved into creating a significant portion of copy for VW.com as well as developing campaigns for three completely new product launches—Jetta, Passat, and Beetle. Volkswagen was a beautiful beast of an account, and I loved working such an iconic and charming brand.
Volkswagen has a rich history with their print ads. Back in the 60s, DDB changed the face of advertising by calling the Beetle a “Lemon” in that delightfully fresh and self-deprecating tone that has become part of their signature voice. Today, that voice is iconic and unmistakably Volkswagen. I am so honored to have contributed to the history of one of the most unique and clever voices in advertising.
I had the pleasure of writing the official brand book for Volkswagen. It's been distributed to all of Volkswagen's partner agencies to great acclaim. Volkswagen was already an iconic brand, so it's a real honor to continue their legacy. Especially when I get the privilege of helping define it.
During my time on VW, I wrote two complete seasons of car brochures, and a third, finally with help. It is a minor miracle that I am still sane. Below is a variety of spreads from some of my favorite books. If you needed extensive proof that I can actually write, here you go. There are many more where these came from, too.
The lobby of the Volkswagen headquarters in Herndon, VA is actually a huge showroom for their cars. Since so many vendors and other people of interest come through there on a daily basis, VW asked us to dress it up to properly celebrate their lineup. Plus, Audi is next door and Volkswagen wanted to outdo their sister brand. Rumor has it that Audi was jealous and immediately planned their own redesign after seeing ours. This was the first redesign for the Jetta launch.