Volkswagen Passat:
Everyday Moments
Silver Hispanic Creative Advertising Award
Role: Creative Copywriter (at CreativeOnDemand)
Client: Volkswagen
Scope: Concept Development, TV Scriptwriting, Multi-Channel Copywriting
Recognition: Silver Award – Hispanic Creative Advertising Awards
Challenge
In a crowded market, VW needed to move the Passat beyond technical specs. The brand sought to connect on a human level, positioning the vehicle as a seamless part of everyday life.
The Goal: Craft a story-driven campaign that reinforced VW’s approachable identity across U.S. and Hispanic markets.
Car ads usually obsess over horsepower and specs. We did the opposite. We traded the corporate jargon for simple, human stories, turning the Passat into a character that actually fit into a driver’s daily life.
Strategy: Trading Specs for Stories
Narrative Concepting: Co-conceptualized and scripted two :30 TV commercials focusing on real-life scenarios that made the car feel accessible.
Tonal Consistency: Oversaw copy for all marketing collateral — from billboards to car manuals — ensuring a unified "human-first" voice.
Integrated Craft: Collaborated with Art Directors to ensure visual language and written word were in perfect lockstep.
Execution
The TV spots were built on a simple "hook": a relatable human interaction. By trading corporate auto-speak for a narrative centered on curiosity and everyday life, we avoided the typical "car ad" noise and built a lasting emotional connection with the viewer.
Campaign Highlights
That Question
Role: Copywriter
Creative Director: Danny Marrero
Art Director: Jose Guerrero
Format: 30-second TV commercial
Scripted and developed the narrative focusing on the subtle, personal moments that happen inside a car, reinforcing the Passat’s role as a trusted family companion.
School Supplies
Role: Copywriter
Creative Director: Danny Marrero
Art Director: Jose Guerrero
Format: 30-second TV commercial
Crafted the narrative and copy for a relatable, story-driven TV spot that reinforced Passat’s approachable brand voice.
Integrated Copywriting
Role: Copywriter
Creative Director: Danny Marrero
Art Director: Jose Guerrero
Format: Digital, print, OOH
Beyond the screen, I delivered cohesive messaging across website copy and OOH, making complex features feel simple and approachable.
Results
The campaign proved that a strong narrative hook is the most effective way to drive brand affinity and industry recognition.
🏆 Silver Award: Recognized at the Hispanic Creative Advertising Awards for excellence in strategic storytelling.
🚗 Market Impact: Contributed to the Volkswagen Passat being named Motor Trend’s 2012 Car of the Year.
✨ Brand Stewardship: Strengthened the Passat’s messaging across all channels, establishing a human-centered brand identity that became a benchmark for the agency.