I loved this video from Volkswagen, which goes to show the power of a brand going beyond its purview to bring a benefit greater than itself to people's lives. (as well as the power of what Thaler and Sunstein's Nudge calls libertarian paternalism). More brands should really think about how to help people, beyond just RTBs.
It also raises an interesting question with viral videos as to what credit (or blame) an agency in Sweden should get for changing brand perception of a global brand in the US. For me, this video does more to improve my opinion of VW than anything Crispin has done for them here in the US.
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