The Golden Sisters -- Mary Bartnicki, Josie Cavaluzzi and Teresa Dahlquist -- may not be new kids on the block, but they are Volkswagen's secret weapon as it seeks to turn around its U.S. sales.
Rising to fame in 2013 with their YouTube videos took off, the siblings have capitalized on their ad-lib humor, snagging a reality show deal on The Oprah Winfrey Network and now starring in Volkswagen's "Old Wives Tales" campaign.
But ad agency Deutsch L.A. never imagined the videos, initially intended for the web only, to be as popular as they turned out, with hundreds of thousands of views. So it has taken the campaign, begun online at the end of February, to TV.
"There's a philosophy we have about making a lot of small bets," said Pete Favat, chief creative officer of Deutsch L.A. "People set out to say 'Oh yeah this is going to blow up, and this is going to go viral, and a lot of people don't really go viral. So what we like to do is make a lot of small bets, and if a bet turns out to be working, then we double down on it. And I think that's what happened in this case."