Mary Bartnicki, Josie Cavaluzzi and Teresa Dahlquist - may not be new kids on the block, but Volkswagen's secret weapon in his attempt to turn around sales in the United States.
Rising to fame in 2013 with their YouTube videos were removed, the brothers have used their mood ad-lib, appropriate agreement reality show on The Oprah Winfrey Network and now star of the campaign "old wives tales" from Volkswagen .
But the advertising agency Deutsch LA never imagined the videos, initially intended solely online, to be as popular as were, with hundreds of thousands of views. Therefore, it has taken the campaign, launched online in late February, television.
"There is a philosophy we have to do a lot of small bets," said Pete Favat, creative director at Deutsch LA "People started to say, 'Oh yeah this is going to explode, and it will go viral, and plenty people do not really go viral. So what we like to do is make a lot of small bets, and if a bet is to be working, then double down on it. And I think that's what happened in this case. "
With the task of challenging the status quo around diesel campaign six point was named "old wives tales", where the Sisters of gold that are literally old, dispel myths and notions that diesel is difficult to find or smelly.
"They became the star class Internet and a lot of people started to pay attention to them," Favat said. "Soon after that, we had this assignment to discuss his Volkswagen TDI, its line of clean diesel cars."
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Jen Clayton, general manager of marketing communications at Volkswagen, said the rental company "addressed this issue before several years ago," but wanted to "take another crack at it."
"We wanted to have a more humane and cheerful to it, which is more faithful to our brand focus," Clayton said.
Enter sisters.
Only as a basic outline, the Sisters of gold follow intuition rather than writing when filming, letting his charm and chemistry bring the concept to fruition.
"A script or even make your justice mood because the chemistry between the three is an outrage," Favat said. "They're sisters, so probably been acting this way all his life, so he gave them a kind of structure in which to move and talk and work within that structure."
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