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Attention-grabbing Jetta safety campaign gets mixed reviews

May 2, 2006

Car crashes happen everyday, but don't typically occur in car ads. Volkswagen AG recently caused some controversy by airing two commercials depicting people who are emotionally spent, but physically unharmed after car crashes in the Jetta. In the past, automakers have included car crashes in their ads, but usually with crash test dummies. "From a pure advertising standpoint, it's very effective execution because it jumps so far out from the ad clutter," said Jeff Stoltman, Wayne State marketing professor. "Some people are taken by it, while others are offended by it."