Volkswagen has teamed with Interscope to launch its new “Betta Getta Jetta” campaign to debut the all-new 2019 Jetta, featuring a dozen tracks from acts on the label’s roster.
The new marketing campaign partnered with Interscope artists to feature, launch and even compose new music to capture the energy and playful tone of the new Jetta. Included are DJs Gryffin and Louis the Child, U.K. artist YUNGBLUD, Colombian-American singer Kali Uchis and more.
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“To relaunch one of Volkswagen’s most iconic vehicles, we wanted to convey a youthful and fun side of the brand. We tapped into different production techniques and utilized music in ways we haven’t before. It is a perfect reflection of the brand’s soul while signaling an important progression with the new Jetta,” said Deutsch EVP and executive creative director Todd Riddle, who spearheaded the campaign.
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The promotion also includes a dozen unique spots that bring the Jetta to life by combining state-of-the-art 3D computer generated design with a color palette inspired by the vehicle’s available 10-color ambient lighting system. The spots, titled “Remix,” “Bumper-to-Bumper,” “Turb-Whoa,” “Moods,” “Bass,” “Rings,” “Puzzle” and “App Magnet” will run nationally on various broadcast, digital and social channels.
“This campaign is a true example of the product inspiring the campaign,” added Jim Zabel, senior vice president of marketing for Volkswagen of America. “Unique features like ambient lighting and Beats Audio provide a unifying thread of color and music throughout the work. Although the product is the star, the fun spirit of Jetta shines through every piece of work.”
The first three spots will debut Sunday during the Billboard Music Awards.