Volksawgen Passat Campaign
Role: Creative & Copywriter
Client: Volkswagen (CreativeOnDemand ad agency)
Scope: TV Commercials, Marketing Collateral, Copywriting Across Channels
Platforms: Concept & Script Development for TV Commercials, Multi-Channel Copywriting, Marketing Collateral
Volkswagen wanted to highlight the Passat as a car that fits seamlessly into everyday life, blending reliability, design, and approachability. The goal: create content that connected with audiences on a human level while reinforcing VW’s brand values.
Challenge
In a crowded automotive market, VW sought campaigns that stood out without relying solely on features or specs. The challenge was to craft stories and copy that felt authentic, relatable, and engaging across multiple channels.
Creative Strategy & Copywriting
Conceptualized and wrote scripts for two :30 TV commercials, focusing on real-life, relatable scenarios that positioned the Passat as the car for everyday moments.
Produced copy for marketing collateral—including website copy, billboards, and car manuals—ensuring consistency and clarity across all consumer touchpoints.
Collaborated with art directors, designers, and production teams to align creative messaging across visual and written elements.
Execution & Impact
TV Commercials: Created story-driven spots that were both memorable and emotionally resonant, helping audiences connect with the Passat on a personal level.
Multi-Channel Copywriting: Delivered cohesive messaging across all marketing materials, making technical features accessible while maintaining VW’s approachable brand voice.
Collaboration & Integration: Worked closely with cross-functional teams to ensure consistency and maximize campaign effectiveness.
Campaign Highlights
That Question
Role: Copywriter
Creative Director: Danny Marrero
Art Director: Jose Guerrero
Format: 30-second TV commercial
Scripted and developed copy for this spot highlighting everyday moments with the Volkswagen Passat.
That Question
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.
Results
🚗 Contributed to Volkswagen Passat being named Motor Trend’s 2012 Car of the Year, reflecting the campaign’s positive impact on brand perception.
🏆 Helped earn a Silver Award at the Hispanic Creative Advertising Awards, highlighting the agency’s influence in the Hispanic market.
💬 Strengthened Passat’s brand messaging and consumer engagement across multiple channels.
✨ Developed a cohesive body of work that reinforced VW’s approachable, human-centered brand identity.