Das Auto by Volkswagen

Part of a global brand platform, DAS AUTO will build on Volkswagen's unique place in pop culture through its message of It's What the People Want.

The campaign, which launches today, will introduce the world to Max, an iconic, quirky, talking 1964 black Beetle. DAS AUTO kicks off with an extensive targeted television, print and online advertising effort, as well as integration into social media channels. In each spot, Max has candid conversations with notable figures from pop culture in a talk show setting.

The discussions focus on Volkswagen's intuition on what it is the people want. Guests include supermodel Heidi Klum, pop and TV personality David Hasselhoff, Star Trek's Leonard Nimoy, NASA astronaut Richard Searfoss, music-sharing innovator Shawn Fanning and former basketball coach Bob Knight.

"Volkswagen has always occupied a unique and positive place in both American car culture and American popular culture. And the brand is as relevant today as it has ever been," said Tim Ellis, vice president of marketing at Volkswagen of America. "Max personifies Volkswagen's past, present and vision for the future. Through him, we will reconnect with American consumers and let them know how Volkswagen understands and responds to what the people want."

The American public will first meet the campaign brand icon, Max, in a series of teaser ads in major market daily newspapers that will seed him and introduce his knowledge of what the people want. To complement the print ads, an interactive polling program will simultaneously rollout on vw.com. A collection of thirty-second television spots will follow throughout the month of April.

Credits: Jarvis