Volkswagen of America, Inc.: Live Large campaign
William D. BaueOVERVIEW
In November 1997 Volkswagen of America introduced an advertising campaign for its redesigned Passat. Arnold Communications, the Boston-based ad agency that won the lucrative $110 million North American Volkswagen advertising account in 1995, had created much momentum with its "Drivers Wanted" campaign, marketing the Golf and the Jetta to a target audience between the ages of 18 and 34. Arnold hoped to carry that momentum into the new Passat campaign. Since the Passat was a larger automobile than either the Golf or the Jetta, Arnold highlighted this feature with...