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Deutsch Introduce Johnny Conquest for VW


Brand evangelist drives home enthusiasm in new campaign

Deutsch Introduce Johnny Conquest for VW

VW ad campaign that’s a bit of a departure from our typical Volkswagen ads: A series of ads featuring a character named Johnny Conquest, whose only mission is showing people that they deserve a better car.


For these ads, Deutsch LA tasked to find ways to show multiple features and accolades in one spot, as opposed to the single feature often shown in VW commercials. Enter Johnny, who jumps into people’s lives to give them unsolicited demonstrations about the virtues of German engineering.

In “Johnny Conquest: Lunch,” Johnny enters a room full of office workers and offers to drive them to lunch at that “place we all like,” and then tells them about the car on the drive. When someone asks him if he works for Volkswagen, he says, “No, I work for the company that we all work for…the place we just left.”

In “Johnny Conquest: Organic,” he carries groceries to a couple’s car and says, “You do not want these in there. Trust me, I’m a bag boy. At the…place I just mentioned.”

Part of Johnny’s charm is that the fibs he tells are barely passable as fibs, as if he’s so enthusiastic with the car that he doesn’t stop to learn the name of the place where he’s supposed to work. In fact, no matter what clothes he has on, he always wears a VW logo.

Despite his last name, a sales term, Johnny is more of an evangelist than a salesperson, and it’s telling that he goes out to people’s jobs and lives instead of meeting people at a dealership. He wants to talk to people in the real world.

The ads are directed by David Shane, known for a lot of very funny commercials, including Bud Light’s “Swear Jar.”


Client’s Company Name:
Volkswagen Group of America, Inc.

Johnny Conquest Campaign
Name/Length of Spots: 
MY14 Jetta – “Organic” :30
MY14 Passat – “Lunch” :30
Client Credits:
EVP, Chief Product and Marketing Officer: Wayne Brannon
VP, Marketing: Kevin Mayer
Retail Communications Manager: Ildiko Kapalin
Deutsch Creative Credits and Titles:
Executive Creative Director: Michael Kadin
Group Creative Director: Matt Ian
Creative Director: Craig Evans
Director of Integrated Production: Vic Palumbo
§  Director of Content Production: Victoria Guenier
§  VP, Executive Integrated Producer: Jim Haight
§  Integrated Producer: Lyndsey Wilson
Production Company:
O Positive
Director: David Shane
Director of Photography: Eric Treml
Executive Producer: Marc Grill
Executive Producer: Ralph Laucella
Head of Production: Devon Clark
Line Producer: Ken Licata
1st A.D.: Billy Jones
Editorial Company:
Editor:   Chan Hatcher
Assistant Editor: Keith Hamm
Executive Producer: Chrissy DeSimone
Post Producer: Kendra Desai
Post Facilities:
Company 3
Colorist: Siggy Ferstl
Executive Producer: Robert Owens
VFX Supervisor: Rob Nederhorst
Lead Compositor: Aidan Thomas
Compositor: Chris Hunsberger
Compositor: Sean Wilson
Producer: Ananda Reavis
Music/Composer(s)/based in City/State:
2046 Broadway, Santa Monica, CA 90404
Audio Post Company/City/State: (include engineer, mixer, et al)
Mixer:  Mark Meyuhas
Assistant:  Matt Miller
Shoot Location:
Calabasas, CA (Organic)
Los Angeles, CA (Lunch)
Additional Deutsch Credits:
§  Mike Sheldon, CEO

Account Management Credits:
§  Group Account Director: Tom Else
§  Account Director: Jaclyn Aronson
§  Account Executive: Tammy Nguyen
§  Product Specialist: Eddie Chae
Media Credits:
Account Planners: 
§  Chief Strategic Officer: Jeffrey Blish
§  SVP, Group Planning Director: Susie Lyons
Traffic/Business Affairs:
§  Director of Business Affairs: Abilino Guillermo
§  Associate Director of Business Affairs: Gabriela Farias
§  Sr. Business Affairs Manager: Margherite Vetrano
§  Director or Broadcast Traffic: Carrie Bonillo
§  Sr. Broadcast Traffic Manager: Courtney Tylka


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Genres: People

Categories: Business Services, Recruitment

O Positive West, Wed, 11 Sep 2013 09:16:48 GMT