This commercial was the lead spot to win the new business pitch and was the first to run, launching on the Superbowl.
The problem Volkswagen had was pretty simple: People knew about the Beetle and maybe the Jetta… but they were pretty clueless when it came to the other eight models. “Punch Bug” was a game played worldwide when people saw a Bug or Beetle. It seemed a perfect way to open people’s eyes to other VW vehicles. This spot expanded the game and people’s knowledge in one 60-second spot that not only ran on the Superbowl, but was a key player in the account win for the agency. It also fed into a huge social media campaign