Making a Super Bowl TV commercial is the biggest assignment an advertising agency gets. So why did Volkswagen of America skip its agency of record, Deutsch, when it came time to create this year's spot?
VW instead inked a one-off contract with San Francisco agency Argonaut to produce "Wings," which shows a German engineer growing wings every time a VW vehicle reaches 100,000 miles on the odometer.
Michael Horn, the new CEO of Volkswagen Group of America, says Deutsch's contract is not up for review. But the decision to work with Argonaut suggests that all options are on the table to help VW regain momentum.
"We thought it was a good idea to have a change," Horn said in an interview last week. "We don't just have one agency and cling to this agency for its own sake. Sometimes we pitch in for specific projects. We take other agencies and look at what they're doing. This is good, as far as the competitive challenge goes."