Sony/ATV Partners with Volkswagen for Major Campaign

The first two spots in the campaign debuted in early August and include one soundtracked by ELO’s classic Seventies hit “Livin’ Thing”. The kick-off spot titled “The New King” memorably features a driver in a Habanero Orange VW Tiguan on the streets of Manhattan escaping the clutches of a giant inflatable King Kong.

The second spot titled “Top of the Food Chain” also takes place in the Big Apple and to the accompaniment of Joan Jett and the Blackhearts’ “Love Is All Around” (written by Sonny Curtis) featuring an office worker rushing to her desk after parking her Tiguan in her beloved parking spot.

The third spot in the campaign called “Nuts” features “Zorba The Greek” and digital pre-roll videos feature the Eighties hit “Tarzan Boy” by Baltimora as their respective soundtracks.

All three songs in the campaign are 100% controlled by Sony/ATV, underpinning the unique depth of the company’s catalog of nearly 4 million songs and the close and successful partnership between the world’s leading music publisher and VW’s creative agency Deutsch. Additionally, the pre-roll song is also licensed by Sony/ATV.

Sony/ATV President, Global Chief Marketing Officer Brian Monaco said: “It’s fantastic to partner with a great company like Deutsch and be able to align our objectives while remaining independent organizations. Two key members from my team, Brian Cappelli and John Campanelli, yet again proved they can dig deep and find the right songs to match any brief and when you couple that with a creative monster like Eryk it’s a match made in heaven.”

“Working with Sony/ATV on the Tiguan campaign was a seamless experience,” said Eryk Rich, Music Supervisor at Deutsch. “It’s rare in our industry to work with one publisher for an entire campaign, but with the caliber of music under Sony/ATV, it was easy to bring the creative idea to life. It was a tremendous effort for both sides. Our Deutsch Music team values the relationship with Sony/ATV and we look forward to growing our partnership.”