VW Punch Dub

We worked with Deutsch/LA on a campaign called “Punch Dub” which was an update on the Punch Buggy (or Slug Bug) game that kids used to play in the heyday of the original VW Beetle, where the first person to see a Beetle would yell “Punch Bug” and playfully slug his friend.

The campaign was launched with a 30-second commercial on the 2010 Super Bowl which featured a variety of people in different driving situations gently slugging each other in the arm every time they spotted a Volkswagen model.

An online version of “Punch Dub” was placed on Facebook during Super Bowl Sunday to dole out virtual “slugs” to friends and family. This entered you into a contest to win a prize (six-month leases on specific VW vehicles listed online) and the grand prize of a new VW Sedan. The more friends they punch the better the chances of winning a prize. The “Punch Dub” spot was one of the most popular commercials to air during the Super Bowl, and within few weeks had received more than 1 million online views.
As part of the campaign, Volkswagen revealed that it had found the creator of the original game – Charlie “Sluggy” Patterson – and made it possible for people to interact with him. Within a few weeks of the launch the video had generated more than 100,000 views on YouTube.

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Agency Partner: Deutsch LA