The new Volkswagen Jetta commercial puts safety front and center with a quick, yet dramatic story of a couple and their newborn son.
The commercial starts in front of a hospital as a mother is wheeled out to the car holding her newborn baby. The loving father gently takes the baby from her arms and straps him into the car seat. In the background "Ooh Child" is playing softly as the couple pulls away from the curb. Suddenly, a van comes into the picture and cuts them off. The baby is shocked and replays the few moments that make up his life.
This commercial is unique simply because it plays on the fact the baby had his life flash before his eyes, except so few things have happened in his life that it literally all could've fit in those few seconds shown.
Newborn Safety Auto Commercials
Safety is Paramount in the New the Volkswagen Jetta Commercial
Trend Themes
1. Safety-centric Auto Commercials - More auto brands are likely to follow Volkswagon's approach of placing greater emphasis on safety in their commercials, given the emotional resonance and positive reception such advertisements are likely to illicit from viewers.
2. Emotional Storytelling in Advertising - As seen in the Volkswagon commercial, brands present emotional storytelling opportunities that can elicit strong responses in audiences and improve brand perception amongst consumers.
3. Visual Depictions of Parenting - As evidenced by the Volkswagon commercial, advertising creative often make use of visual depictions of parenthood and related tasks to emotionally connect with and engage viewers to drive greater brand recognition and loyalty.
Industry Implications
1. Automotive Manufacturing - Emerging marketing opportunities in the form of emotionally resonant safety messaging, like that employed by Volkswagon in the Jetta Commercial, in addition to emerging safety-focused technologies or innovations, like enhanced vehicle autonomy or improved crash testing, could offer competitive advantages to innovative manufacturers operating in this industry.
2. Marketing and Advertising - With the increasing emphasis on emotionally-driven advertising, brands offering creative, data-driven advertising and production services can distinguish themselves in the highly competitive world of automotive advertising or within any other industry that seeks to elicit visceral and emotional responses from consumers.
3. Parenting Products - Given the increasing use of parenting and child-related themes in advertising, both online and offline, potential exists for manufacturers of parenting products or services, such as car seats or childcare services, to leverage such visual depictions and emotional messaging to improve brand recognition or product adoption among parents.