Volkswagen, in collaboration with creative agency Deutsch, has debuted its new marketing campaign “Betta Getta Jetta” to launch the all-new 2019 Jetta.
The fully integrated campaign includes a dozen unique spots that bring the Jetta to life by combining state-of-the-art 3-D computer generated design with a color palette inspired by the vehicle’s available 10-color ambient lighting system.
The spots, titled “Remix,” “Bumper-to-Bumper,” “Turb-Whoa,” “Moods,” “Bass,” “Rings,” “Puzzle” and “App Magnet” will all run nationally on various broadcast, digital and social channels.
“The Jetta was first on the market in 1980,” said Jim Zabel, Senior Vice President of Marketing, Volkswagen of America. “This campaign is a true example of the product inspiring the campaign. Unique features like ambient lighting and Beats Audio provide a unifying thread of color and music throughout the work. Although the product is the star, the fun spirit of Jetta shines through every piece of work.”
The all-new 2019 Jetta offers a bolder design and more interior space than the previous vehicle. The campaign highlights innovative features and attributes including an available 10-inch configurable Volkswagen Digital Cockpit, available 10-color ambient lighting system, an available 400-watt BeatsAudio™ sound system, 1.4-liter turbocharged engine and the People First Warranty, America’s Best Bumper-to-Bumper New Vehicle Limited Warranty.
In addition, through an association with Interscope Records, 12 amazing tracks from emerging artists on the Interscope label, including Gryffin, Louis the Child, YUNGBLUD and Kali Uchis, help augment the energy and playful tone of the campaign.
“To relaunch one of Volkswagen’s most iconic vehicles, we wanted to convey a youthful and fun side of the brand,” said Todd Riddle, EVP, executive creative director at Deutsch. “We tapped into different production techniques and utilized music in ways we haven’t before. It is a perfect reflection of the brand’s soul while signaling an important progression with the new Jetta.”
The Jetta will be in market this month and every Jetta model comes with the People First Warranty. The warranty provides coverage for six-years or 72,000-miles (whichever occurs first), and the warranty can be transferred to subsequent owners throughout the remainder of its duration.