Volkswagen AG is tying its first global advertising campaign to a remake of the classic 1933 movie King Kong.
TV, print, online and billboard ads for the 2006 Touareg SUV are part of VW's worldwide marketing alliance with Universal Studios.
VW's deal with the film company, announced in January, is the German automaker's biggest marketing project to date. The deal gives VW product placement in Universal movies and TV shows; brand promotion in Universal theme parks; and opportunities for joint marketing, merchandising and DVD campaigns.
VW says the Touareg's capabilities fit well with the image of King Kong, an outsized gorilla that rampages through New York City.
At this month's Frankfurt auto show, VW sponsored a Touareg display that included showings of the movie's trailer and other footage.
The Touareg ad campaign will debut in November. VW marketing officials say the ads will refer to the film to stress the SUV's performance off-road and on city streets. The movie is scheduled to premiere globally on Dec. 14.
The trailer for King Kong appeared exclusively for 48 hours on VW's Web site in June, before it turned up on Universal's site.
VW is developing other marketing activities to accompany the movie, including displays at VW dealerships and online contests.
VW spokeswoman Emanuela Wilm calls the company's alliance with Universal an effort to inject more emotion into the VW brand.
Says Wilm: "VW cars are known to be established and reliable, but not for having an emotional touch."