ShowBusinessMan + Volkswagen VW

VW Golf and Target - The Way Too Helpful Neighbor

The Vehicle Launch Kicks Off with Video Starring Childrens Hospital’s Rob Huebel
Herndon, VA (September 10, 2014) – Volkswagen of America (VWoA) today announced a collaboration with Funny Or Die to support the market introduction of the all-new 2015 Volkswagen Golf. The platform provides the leaders in automotive and humor an opportunity to come together in celebration of exceptional products and lighthearted fun.

The collaboration kicks off with “The Way Too Helpful Neighbor,” a hilarious video showcasing just how helpful a 2015 Volkswagen Golf can be. After the hero’s girlfriend springs a surprise visit from her parents on him, a way-too helpful neighbor takes the boyfriend on a shopping spree by driving a Golf through the aisles of a Target store that is truly a one-stop-shop. This comedic video highlights the versatility of the 2015 Golf and the modern, functional style of Target’s Room Essential home d├ęcor and storage products, all through the signature sense of humor that has made Funny Or Die the go-to place for laughs online.

The video was shot in an actual Target store in Texas and stars Rob Huebel, a Funny Or Die regular and comedic actor in TV and film. Rob starred in Alexander Payne’s Oscar winning film THE DESCENDANTS, opposite George Clooney and is currently recurring on Jill Soloway’s Amazon upcoming series TRANSPARENT and FX’s popular comedy series THE LEAGUE. Rob is known for his amazing improv comedy skills and has brought his irreverent brand of humor to one of Volkswagen’s most highly-acclaimed models.

“The incredible versatile Golf gives our creative team free reign to come up with wild ideas,” said Vinay Shahani, Vice President, Brand Marketing, Volkswagen of America, Inc. “Funny or Die is one of the most recognized and sought after brands in comedy today so we knew they would be the perfect partner to amplify Volkswagen’s unique sense of humor.”

“This is our first time working with Volkswagen, and this was a very exciting opportunity for our team to partner with a brand known for some of the most interesting and innovative advertising campaigns of the last half-century," said Chris Bruss, VP of Branded Entertainment, Funny or Die.

Funny Or Die.TBS viewers will get the full scoop on the new Volkswagen Golf when “The Way Too Helpful Neighbor” airs during CONAN and TBS movie breaks beginning September 11. Twenty-second sneak peeks of the branded comedy spot will also run adjacent to Big Bang Theory and TBS movies, driving fans to Funny Or Die for more. Volkswagen will have significant digital presence with promotional drivers across, and, as well as the TBS Big Bang Theory Sync App. Turner Broadcasting Ad Sales is the exclusive representative for advertising opportunities with Funny Or Die. The strategic partnership provides brands access to premium comedic content, while offering promotional scale with Turner’s portfolio of premium brands like TBS and Adult Swim.
The creative concept for the content was developed in collaboration with Volkswagen's creative Agency of Record, Deutsch LA, and the media partnership with Turner was established by Mediacom, Volkswagen's media Agency of Record.

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