Brands want to become lovemarks—they want to go beyond the product and reach our hearts. In this month’s issue of Hungarian magazine Hamu&Gyemant, Deutsch LA GCD Michael Kadin discusses how commercials such as “The Force” have shaped Volkswagen as a brand into a lovemark.

“The interest toward the VW brand has risen a great deal in America as a result of these ads,” Michael says in his interview. That’s because VW and Deutsch LA have told simple, human stories. The creative team at Deutsch LA hit the nail on the head with “The Force.” “A mere Star Wars-based commercial won’t bring you 50 million views,” says Kadin, rather it is the fact “that [it] could happen every day to any of us, which makes it truly relatable.”

Make sure to check out the rest of the Michael’s article on how Deutsch has helped VW remain a lovemark, here as a PDF.

2012-08-13