TV ad shows even car thief appreciates driving VW

Commercials for cars used to focus on leather seats, gasoline mileage, horsepower, custom features and such.  Now, a TV spot promotes a car brand because --- a happy thief takes it for a joy ride and likes it, observes Grumpy Editor.

That’s the big attraction Volkswagen is touting.

In the spot, an unshaven young man finds an unlocked VW (red, of course), enters it, locates ignition keys tucked behind the visor, starts the engine and speeds off.  But he abides by the rules, stops for a kid crossing the street, waves to a pair of seniors, zips around some more, returns the car to its original parking space, then the satisfied lad departs.

Soon, the VW’s real driver appears, apparently after some sports activity in an adjoining park, enters the car and drives off, not knowing the vehicle's odometer has added some unauthorized miles and the gas gauge has dropped.

The commercial illustrates weird ad agency/client thinking in promoting interest in a brand:  that an unauthorized joy ride with a happy-over-driving-a-VW thief at the wheel is perfectly okay, especially when it involves a new model that is returned, unscratched, to where it was stolen.

Now that's an exclusive feature that is sure to send car shoppers flocking to VW showrooms.