industry that celebrates the slogan, that magical line of ad copy that
crystallizes a brands essence, Crispin hasnt yet hit on one for VW. It did,
however, kill off VWs 10-year-old Drivers wanted line. A slogan or tag line
is not important if the messaging is right, says Bogusky. Still, Crispin likes
the VW logo so much that it came up with a gimmick in the GTI ads in which
Wolfgang forms the V and W with his interlocked fingers. Thats already
sticking online. People selling VWs on eBay, for example, have turned up in
pictures in their cars making the hand sign.
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