Volkswagen has produced 120 online short films for its new Passat campaign - the largest number in a single branded entertainment undertaking, which is also the final effort for VW by Havas's Arnold Worldwide of Boston, having lost the account to Crispin Porter & Bogusky of Miami - reports AdAge. The blitz is VW's biggest online launch.
Each short, just 15 seconds long, is being shown on the VW site (www.vw.com/passat) and demonstrates a single feature of the redesigned 2006 Passat, with the feature itself being revealed only in the final seconds.
To highlight the side curtain airbags, for example, the film is of a man wearing a large Afro wig who isn't bothered by a baseball's breaking through his window and hitting his head.
The first 25 shorts went live earlier this month; the second 25 will launch next week. VW will add a viral option to allow visitors to forward the films to friends.
VW has an online ad buy through late November on portals and lifestyle and third-party auto sites to drive consumers to the films on vw.com. The URL is also listed in all offline Passat ads.
