VW + Wilco

Nice work, Crispin Porter + Bogusky. For a couple reasons. First, bringing and end to the “Un-pimp my auto” Volkswagen campaign and starting a new one by using Wilco songs in tv spots. Wilco fans generally have a few things in common. They are savvy, modern, cool and intelligent, but rarely to the point of being tragically hip, pretentious or boorish. Their tastes tend to discriminate, but stop short of being snobbish. In many ways, they influence what others in their social networks spend money on. Sounds a lot like most people’s perception of the VW owner, after a decade of moving away from the black turtleneck crowd. So, why market to a group that is by and large already on board? It pays homage to them, which makes them feel secure in their decision to get a VW as well as stay with the brand when it is time to replace their cars. But focusing on them also gives them even more sway and influence among their peers. I suppose it doesn’t hurt that they are damn catchy songs either. Second reason. Using multiple songs off of the same cd release, “Sky Blue Sky”. Over the summer there will be six in all. OK, technically, the song “The Thanks I Get” is an outtake, but it is related. It sends a message by VW. It says “hey, we didn’t just have a bunch of ad people pick a song from wherever so we could use it to sell you our cars, we understand you because we have so much in common. Look, we like the same music and we made these cars just for you….and your friends.” It gives a car company a whole soundtrack by a band that is relatively popular because they are talented, experimental and rarely repeat themselves. Not because they are a poppy flavor of the month group of pretty people. Seriously, they aren’t pretty. It has to be talent. I’m going to stay out of the fray on the subject of whether or not Wilco may be selling out or not. All my opinions on that are more or less summed up here by Danny Miller. Band/Brand alignment is nothing new, but this is the first time an ad campaign for anything has used multiple songs from one band’s release. I doubt it will be the last. I can’t help but wonder where it will lead. Thoughts?