Creativeondemand (COD) won the VW US Hispanic account in March 2001, adding to a client list that already includes Discovery Networks, SunTrust Banks, DISH Networks, Sony and Heineken.

Coppos Films New York's Brian Aldrich directed "Game Over," showing a Beetle Turbo S owner pretending his ride has broken down when a bunch of his mud-encrusted soccer friends try and hit him up for a ride. "Beat-le," directed by Sanji of Believe Media, Hollywood, shows a happening fiesta with a young dude chatting up a luscious female; suddenly he excuses himself and rushes outside to find his friends (waiting for him to finish flirting so they can get a ride home) have set off his car alarm. Four additional :15s were also directed by Sanji.

"The strategy is clear and simple," says COD partner/creative officer Daniel Marrero. "Communicate the spirit of the VW brand in a way Hispanics will relate to. There are two things bringing the diverse Hispanic groups in the US together: the American experience and the VW brand, which many grew up with in their native countries. Creative ideas combining these elements allows for effective communications. TV and radio have proven to be the most solid ways to reach the Hispanic market, given the inconsistency and availability of Spanish magazines and newspapers."

Creative directors on the campaign are Marrero and Priscilla Cortizas (also AD), copywriter was Martin Cerri and agency producers were Patty Rodriguez and David Hepp. Jeff Sternberger of Miami's Jefco edited both :30s. Tami Reiker was DP on "Game Over." Darius Khondji lensed "Beat-le." Outpost Audio and Manhatten Transfer, both of Miami, handled music and post respectively.

Webfiles:
Creativeondemand> http://www.creativeondemand.com
Believe Media> http://www.believemedia.com
Coppos Films> http://www.copposfilms.com