Volkswagen & Speedy Gonzales

Filed under:  Brand Related | Marketing
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CreativeOndemanD, Volkswagen's Hispanic agency has created three commercial for the new GTI Mk V which feature Warner Brothers' Speedy Gonzales. The three spots feature the speedy dude in three different scenarios blending original footage with animation.

speedy gonzales

Speedy Gonzales character.

The 3 spots are airing on Univision, Telemundo, Telefutura, Azteca America, Galavision, Mun2, Fox Sports en Espanol, American Latino, SiTV, ESPN Deportes, CNN en Espanol, GolTV, and MTV en Espanol. The campaign also includes outdoor in Miami, Los Angeles and New York.

Starting in March of 2006, Volkswagen will roll out three new commercials aimed at Hispanic car-buyers, the company announced.

The beloved cartoon character Speedy Gonzales will star alongside the GTI Mk V model. The spots will show on over a dozen Spanish-language channels nationwide.

The commercials mark an ongoing effort by Volkswagen, Auburn Hills, Mich., to reach Hispanic consumers, this time about its mid-range hatchback.

"We knew the Hispanic consumer didn't have a history," with the car, said Daniel Marrero, partner and creative director for CreativeOndemanD, Coral Gables, Fla., agency of record for Volkswagen's Hispanic accounts.

"We had the challenge having to communicate that this was a smart, agile, fast car in the quickest way possible," Marrero told Brandweek today.

Speedy Gonzales was a good fit for the campaign because, in part, "he's kind of an icon for Hispanics," Marrero said. "He's always outwitting his enemies."

The three commercials use vintage Warner Bros. footage and will show Speedy in a series of adventures: he taunts cats and helps his friends get cheese. True to his cartoon background, he even gets run over by a GTI.

"We are using him in an unusual and irreverent way," Marrero said.

Financials were not disclosed. C.O.D. has worked with Volkswagen for four years on multiple campaigns, Marrero said. The auto giant spent $10 million on Hispanic media in 2005, per TNS Media Intelligence.

(source: Jenny Holland, Brandweek)

speedy line art

It would be two years before Friz Freleng and animator Hawley Pratt redesigned the character into his modern incarnation for the 1955 Freleng short, Speedy Gonzales.

Volkswagen campaign objections.
After Volkswagen received objections to the tagline "Turbo-Cojones" used in its controversial new ad campaign dubbed Speedy Gonzales targeting Hispanic consumers, the automaker is pulling its billboards from Miami, New York and Los Angeles, writes Autoblog.

ad vw cojones

Volkswagen's Speedy Gonzales "Turbo-Cojones" billboard.

Though English speakers associate a lighthearted translation of "guts" to the word "cojones" - which means testicles in Spanish - Hispanics in Miami, who use a more graphic meaning of the word, took offense to the billboards for the 2006 GTI, the Associated Press writes, via

The two new ads below will replace the billboards.

ad vw tamale

Volkswagen's Speedy Gonzales "Here today, gone tamale" billboard.

ad vw gracias

Volkswagen's Speedy Gonzales "Kick a little gracias" billboard.

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Volkswagen logo.

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Volkswagen "Fast" mascot   
Volkswagen   German for "car for the people".
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Volkswagen Golf GTI : 2010   Sharp and sovereign – The new Golf GTI.
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Volkswagen Passat CC : 2008   
Volkswagen October 2008 sales   7.9 percent decrease.
Volkswagen's 2009 Jetta TDI awarded Green Car Of The Year   From the editors at Green Car Journal.
Volkswagen 2008 December Sales   A decrease of 3.2 percent versus 2007 sales.
Volkswagen BlueSport Roadster : 2009   Debuts at the 2009 North American International Automobile Show.
Pirelli P-Slot Wheel   Designed for Volkswagen's GTI
Volkswagen 2009 January Sales   A 11.6 percent decrease.
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Volkswagen Beetle convertible “Blush” : 2009   
Volkswagen 1-litre Pi   The world''s most economical car.
Volkswagen GX3 : 2006   Volkswagen presents a crossover between a sports car and a motorcycle.
Volkswagen 2009 February Sales   A 17.5 percent decrease.
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Volkswagen Scirocco : 2009   Comeback of a sports car legend.
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Volkswagen Golf named a finalist for 2009 World Car of the Year title   
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Volkswagen Scirocco R : 2010   Sports car has international debut at the Nürburgring.
Volkswagen Golf Estate : 2009   Technology and features on par with sixth Golf generation.
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Each decade seems to have its own stylistic language, and this issue showcases logos, ads, cars, companies and products (and their typographical sensibilities) from the early 1900s.

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