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Volkswagen "Fast" mascot

Filed under:  Brand Related
 
Comment(s): 5
 
 

In an effort by Volkswagen to increase slumping sales while testing the creative chops of its new agency, Crispin Porter & Bogusky in Miami, a unit of MDC Partners created "Fast".


vw gti fast 1

It is also a considerable test for Crispin, a midsize agency known for its innovative creative work for Burger King and Mini Cooper; the Volkswagen account is its largest to date.


vw gti fast 2

vw mascott 1

Along with a brand icon called the "fast," a gremlinesque character that issues commands to Volkswagen drivers in a deep, robotic voice, the Volkswagen campaign also introduces a new slogan, "Make friends with your fast".

vw mascott 2

Side view of "fast".

vw fast

fast 07show 1

VW "Make Friends With Your Fast" mascott display at the 2007 Chicago Auto Show.

fast 07show 2

VW "Make Friends With Your Fast" mascott display at the 2007 Chicago Auto Show.

fast 07show 3

VW "Make Friends With Your Fast" mascott display at the 2007 Chicago Auto Show.

fast 07show 5

VW "Make Friends With Your Fast" display at the 2007 Chicago Auto Show.

fast 07show 4

VW "Make Friends With Your Fast" display at the 2007 Chicago Auto Show.

fast 07show 6

VW "Make Friends With Your Fast" display at the 2007 Chicago Auto Show.

subaru fast ad1

Subaru's ad making fun of Volkswagen's "Fast" character.

VIDEOS

Volkswagen Golf GTI Faster TV comercial.

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COMMENTS
Jim3437 days ago

what a stupid campaign that was

Jesse3437 days ago

Really? I thought it was cool. Maybe I'm the target audience?

CT3437 days ago

I think it's pretty cool too. A family member just bought a GTI and Volkswagen shipped them a "Fast". Very cool and very well made. It comes in a very well designed box and a brochure, and the "Fast" has interchangeable tails for attitude. I want one!

Morley3437 days ago

I like that most people disagree about this campaign. A lot of other campaigns try so hard to be neutral that no one feels any particular way about the advertising. It's much better to have a vocal audience on both sides. That way, a lot more people hear about it. A lot more people join sides.

chartguy3436 days ago

They did a much better job with the Mini campaigns. Those attracted the type of buyer who actually bought Minis. Sad to see them falling onto the high-mileage campaign now.

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