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Putting a Face on Fast

BY Linda TischlerFri Feb 17, 2006 at 10:56 AM

What does "fast" look like? It's a question we ponder daily here at Fast Company, as we work to discover the best and brightest companies and the smartest people to cover in the magazine and on the Web.

But leave it to Crispin Porter + Bogusky to actually come up with a 'fast' creature -- at least one as channeled through the testosterone-infused cranium of a guy between, say 18 and 49. Yesterday at the Playboy headquarters (of course), Alex Bogusky and Kerri Martin, director of brand innovation for Volkswagen of America, unveiled the gremlin, a demonic looking black resin icon, sort of a Mr. Potato Head for the hot rod set. It's the spirit (and satanic-sounding voice) of CP+B's new ad campaign for VW's GTI, which debuted this week during the Olympics. In the ads, the critter urges young male drivers to indulge their pedal-to-the-metal urges with the tagline, "Make Friends with your Fast," girlfriends and cops be damned. It's a little creepy but, as they gently pointed out, I'm not the target demo.

Along with a dazzling array of media 'expressions' of this campaign (ranging from hooded sweatshirts to Google-mapped Web sites showing the coolest curves), the agency has developed the official GTI site that lets you customize your own machine, then take it out for a joyride.

And it's providing "thought leadership" on the subject of over-pimped cars, taking the stand that this whole tuning culture thing has gone over the top. It's response: www.unpimpmeinauto.com, a sophomorically funny site in which Helga, a Teutonic blonde dominatrix and her sidekick, a caricature of a German engineer, find various ways -- including hurling by an authentic trebuchet -- to destroy overly-souped-up sportscars. (Not yet live, but keep watching.) "I was so excited that we got to build a war machine," says Bogusky, sounding just like a man who's in touch with his inner Fast.

Topics:

Management, advertising + PR, Alex Bogusky, Volkswagen GTI, Crispin Porter + Bogusky, Kerri Martin, Fast Company Magazine


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Recent Comments | 11 Total

February 17, 2006 at 1:26pm by Lauren Cerand

That is so incredibly cheesy! I am quite fond of the "Fast Company" brand, and I always thought it meant breaking cutting edge, innovative and emerging trends. The subjects of this item -- and the tired old channels they are trying to squeeze a little life out of yet - are none of the above.

February 17, 2006 at 8:52pm by Bob

Yawn....

February 18, 2006 at 7:59am by franke

republish

1 City costs USD100 only?
Web Advertisement in New Way

There’s another new advertisement platform set up after Milliondollarhomepage.
The website called “Globe-Ad.com” now is promoting Map Ads, that’s you can put your ads on the cities in the map. Each city for ads costs USD100.
Our reporter had an interview with the web chief and asked how they came up with the idea to put ads on the map. “If the grip is ok for sale, then why not the map? Our cities on the map will also create value. The truth is that the density of cities on the map is less than the grip, so the ads are more obvious for people to click, and our map includes most countries in the world, it’s no doubt that our map ads, if not better than, is same eye-catching as the grip ads.
Again our reporter asked one of the chief Jackson about the difference between the map and grip.
J(Jackson): We focus on uniqueness and pointedness. Only one ad is allowed on one city. The whole web is classified by countries, and every country has M cities. If you purchase one city, you can put on your ads on this city. Because of the uniqueness, map ads are more effective than the grip. Also the map consists of all the countries in the world, leading to the visitor classification.
Ads owner usually chooses the city where their companies is located, so that it’s easier to advertise because most visitors are opt to browse first their country, living city with other counties and places they interested in as second.
R(Reporter): The grip website has its limit, that’s their business will stop one the the grips sold out. So what about your map ads? You know, cities are also countable.
J(Jackson): Our maps show the big and famous cities mostly, but we can add more cities with our customers’ requirement. Also we have time limit of 1 year for the ads service by every purchase. After the period, the ads owner can transfer the city or purchase again with priority. We may include more maps in order to increase the popularity and profit. And please know that our services are not limited in map, we can make use of the map to extent more business.
The Milliondollarhomepage shocks the world with its creative grip ads. So in the same way, Map Ads is supposed to be the extent of the grip economy. They don’t rely on the portals with much information, but a tradition-breaking creative idea. The trend of future internet is leaded individuals, not traditional portals. As a result, the “Grip Economy”, “Map Economy” is somehow a breaking way leading Web 2.0 into practical and commercial use.

February 19, 2006 at 6:09pm by roger fulton

you guys remind me of my wife..all she can talk about is food. All of you miss the point, you aim at the top tier of your thought processes and shoot away from the sand crumbling beneath your feet. Half of America can't read. The poor are getting poorer because of it and nobody cares. The educational system, because of No Child Left Behind, is getting worse. Statistics, like mud, get tossed up on the wall, some of it sticks, "gee, look at that!!" some feel good,
students leave after Junior High, sell hamburgers by the millions.
And you guys talk about wham-bang technology on the web about MAPS aimed at whom? Most of these teen age illiterates don't have the money to pay for shoes, or the bastard babies the mother.
The word is FAST, eh? FAST leading WHERE??

Roger Fulton
Yuma, Arizona

February 20, 2006 at 8:34pm by Suzy

These kinds of ads sicken me, as they should most intelligent teens/parents. Check out the national US stats on teenage drivers - speed kills, along with not wearing seatbelts. This ad should be banned and VW should be help liable for encouraging young people to drive with no regard to their own or other people's safety. GAG!

February 21, 2006 at 7:59am by Paul

I've watched these ads with my family during the Olympicss. I find them an odd combination of creepy and stupid. I think young guys will laugh at them.

I agree that there is something off about encouraging speed and wrecklessness (in one add, the guys squeals his tires when pulling away from a cop. A move sure to get you a ticket.) Ford has a Mustang ad that says something to the effect of "the fastest way to your defensive driving class." But these folks are just doing what Hollywood has been doing tacitly for years in movies like Smokie and the Bandit, Blues Brothers, etc...

Maybe Budweiser should take this approach. "Make friends with your Buzz."

February 21, 2006 at 4:54pm by Danny

Well lets see, how many more unintelligent kids are out there than intelligent, same goes for parents? Face it, most people driving the volkswagen GTI are right in the target market for adds like this. Do you think parents that tell their kids not to drive fast aren't going to buy them this car, young adolescents are the best salesmen of all time, especially when selling to their parents; they have that emotional connection from the start. I think you will see the number of sales for this specific car soar over the next year. Whether its safe or not, these kids want to feel like they are part of something, they are buying the "devil" feeling, not just the car.

February 26, 2006 at 10:09pm by Phil

What a dumb commercial - demonic. Some Potato head creature telling me to run out in the rain, freeze out my girlfriend or defy the cops - yea that will sell cars. What were they thinking - oh wait - here comes that friend Borg... resistance is futile - buy a Volkswagen... ha!

June 19, 2007 at 4:42am by tercüme

What does "fast" look like? It's a question we ponder daily here at Fast Company, as we work to discover the best and brightest companies and the smartest people to cover in the magazine and on the Web.

September 20, 2007 at 7:35pm by Erdogdu

Face it, most people driving the volkswagen GTI are right in the target market for adds like this. Do you think parents that tell their kids not to drive fast aren't going to buy them this car, young adolescents are the best salesmen of all time, especially when selling to their parents; they have that emotional connection from the start.

September 20, 2007 at 7:36pm by PC

you guys remind me of my wife..all she can talk about is food. All of you miss the point, you aim at the top tier of your thought processes and shoot away from the sand crumbling beneath your feet. Half of America can't read. The poor are getting poorer because of it and nobody cares. The educational system, because of No Child Left Behind, is getting worse. Statistics, like mud, get tossed up on the wall, some of it sticks, "gee, look at that!!" some feel good,