On my trip back to Chicago, coming through Laguardia Airport, I stumbled upon this delightful peace of advertising in Spin Magazine for the Jetta. In typical CP+B fashion, they have created the definitive Backseat Driver's Manual, complete with Backseat Driver Test and Backseat Driver license (I have scanned just a couple of pages). Apparently, this is only book one in the Designed for Funf Series. (Funf is German for five.) The manual is both funny and suprisingly informative on how to be a "good" backseat driver.
While this type of work is nothing new for Crispin, what I love about the recent Jetta campaign is that they are making safety fun. Safety seems to naturally be boring, nerdy, and totally unhip. But the campaign they are building for the VW Jetta is making safety, dare I say, cool. And if they succeed, CP+B will be doing more than selling cars; they will be changing the culture - making us all a little more safe.
Backseat Driver's Manual
Written by Littlejohn on Monday, July 17, 2006
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13 comments:
Imagine that, advertising that is more interesting than the media it interrupts. BTW Anyone else notice VW's complete lack of a slogan thus far in the Crispin era?
Slogan, they don't need no stinkin' slogan!
Seriously, when the creative shines, the slogan can stay home and rest.
Where is book two? There was no book two in the most recent Wired (with Colbert on the cover).
Far from noggin advertising?
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