New Brooke Shields Routan Ads
September 10, 2008 – 9:11 am by Matt Radel
Filed under Volkswagen Routan
Helmed by spokesperson Brooke Shields, the Routan ads have fun with the minivan market.
Are people getting pregnant just to get the new VW Routan? The new ad campaign starring Brooke Shields says so. I think these commercials are the most entertaining I’ve seen starring a minivan…but what do you guys think? Any current / future parents feel differently? Sound off in the comments.
New Brooke Shields Routan Ads
September 10, 2008 – 9:11 am by Matt Radel
Hahahah these are pretty hilarious, but I wonder… do they cross a line again, as the Jetta Safe Happens commercials did? I’m sure some peoples will take beef with these, but I think they’re great! :D
Here’s what we can all take away from the Routan ads:
Brooke Shields sure is gorgeous these days! The commercials are funny but man, they don’t paint a very flattering portrait of the American family do they? Kind of like how the GTI commercials didn’t paint a flattering portrait of the average nagging girlfriend either (remember: “Shhh….I can’t hear the sound of the engine with all that…yap”).
I love VW’s spots and as a single person with no kids, well, it amuses me. If I was a pregnant woman looking for a safe vehicle for my new brood, would I want this car? Would this commercial offend me? I don’t know. Since I’m in advertising, no, it wouldn’t. But most people aren’t in advertising. Most people are pretty stupid and just won’t get it.
But hey, look how great Brooke Shields looks. That should be enough.
I found this commercial to be absolutely offensive. I am an infertility patient and this line of humor is NOT funny to those involved in this incredibly difficult time. I’m surprised Brooke Shields did this commercial after she asked the world to understand the difficulty of PPS. I am NEVER going to buy this vehicle.
Wow - I never thought of it form that angle. Sorry to hear it Shannon, best of luck!
I too find these commercials extremely offensive and insensitive.
It’s one thing to risk hearing insensitive or off color jokes when one chooses to turn on SNL, go to a comedy club, etc. But to be involuntarily subjected to this callous advertising while sitting in the comfort of your own home, is appalling.
These commercials are horrible, offensive and completely inappropriate. This is definitely way past the line of good humor. VW and Brooke Shields should be ashamed of themselves.
I also find these commercials offensive. My husband and I have suffered a miscarriage and are dealing with infertility. I know that the folks at VW did not mean any offense, but it is offensive to imply that having a child is so easy that people would do so just to have a minivan….maybe I am a bit oversensitive on this issue, but I just think the ads are in poor taste.
I also find these commercials so offensive that I will never own another VW product. Probabably the most inappropriate commercial on TV ever.
I can’t imagine whoever talked a classy, intelligent lady like Brooke Shields into doing these idiotic, offensive TV ads. They offend everyone’s intelligence, not just parents! If VW thinks this is the way to sell cars in the US, they can go back to Germany - - for good!
I am totally offended by this commercial. I also can not believe that Brooke Shields willingly did this commercial. I have lost some respect for her.
I recently suffered a miscarriage and am an infertility paitent. While I know VW did not intentionally create this commercial to hurt or offend anyone-they sure did! There is an entire community offended. And ironically those that are perspective mininvan purchasers. At first I thought I might be a little overly sensitive but realized that I am not after repeatedly being subjected to this stupid commercial.
As a woman struggling with infertility and recurrent miscarriages I had to write to say how offensive the ads for the Routan are.
I’m hoping that VW’s marketing department and Brooke Shields had no idea that it would turn out to be outrageously insulting and hurtful to the millions of women who are dealing with the heartache and sorrow of infertility and pregnancy losses.
I’m also hoping that they realize their blunder and are deeply and painfully embarrassed by those ads…because they really should be.
I am disgusted by this ad - how completely and utterly inappropriate. For anyone having to deal with the heartbreak of infertility, pregnancy or infant loss, they are incredibly hurtful - it’s as if a whole section of society has, yet again, been forgotten. To turn our pain into something that tries to sell a car is beyond sick. These ads should be removed as a matter of urgency - do you realise just how many people are not going to buy this car because of these ad’s? Having suffered two miscarriages myself and facing the thought of a life without children, I certainly won’t be looking at another VW again in my lifetime if this is what your company thinks of it’s customers.
On behalf of the VB staff, I’d like to say that our hearts go out to all of you who have had such difficulty. I personally had not thought about the potential impact these ads could have on so many people (which is the real problem of course). I sincerely apologize if my comments offended anyone - our mission here at Volksbloggin is simply to report and offer commentary on things going on in the world of Volkswagen. We have no intent to offend or single out any of our readers.
As always, your commentary is very welcome and enriches this site. We wish anyone who has had experiences like the ones above the absolute best.
I am extremely offended by this commercial. Having recently lost a baby girl I thought the commercial lacked tact. In a society in which so many women suffer from infertility it is difficult to watch Brooke Shields of all people make fun of the fact that people are “getting pregnant” just to purchase this car. I am starting a petition to have this and the other commercials like it pulled. Hundreds of thousand of women’s voices will be heard and maybe next time the ingenious marketing people will find a new way to advertise their car, like mentioning the cars attributes to compel consumers to buy!
I like Brook Shields. I think VW is an excellent automobile. Shame on the ad company who “conceived” this offensiuThis is the most offensive commercial I have seen
I like Brook Shields. I think VW is an excellent automobile. However, shame on the ad company that “conceived” this offensive commercial and, shame on the executive that approved such a ridiculous script that denegrates women in order to promote the vehicle. For some reason VW is saturating the prime time network with the Brook Shields’ ad: BAD MOVE. Every time I see it, I feel insulted. I’m sure there are many valid reasons to purchase this vehicle but pregnancy has nothing to do with any of them. My suggestion is pull the ad before it becomes a parody on Saturday Night Live.
“On behalf of the VB staff, I’d like to say that our hearts go out to all of you who have had such difficulty. I personally had not thought about the potential impact these ads could have on so many people (which is the real problem of course). I sincerely apologize if my comments offended anyone -”
That’s very kind of you to address the concerns of those of us who wrote describing our distaste for the Routan ad campaign. I for one was not offended at all by anything that you wrote. I think I speak for a lot of women dealing with infertility and miscarriage issues when I say this.
wow cry about it more you infertile fags. its some funny shit.
I find this commercial to be totally disgusting. I think I speak for a lot of people when I say that associating German engineering with babies, especially in a Volkswagen commercial is horribly distasteful. People who know their history will feel the same way. Research the Lebensborn Program. I saw this commercial and couldn’t believe it actually made it to air!
I too am a infertility patient and just suffered my second loss. These commericals are offensive and I believe they should be pulled with an apology going out from VW. My husband and I have decided to NEVER buy a VW because of this.
You’d think with all these post plus all kinds of e-mails that have been sent VW would realize that they should pull these offensive ads. The e-mail response is definitely an automated response and I’m sure that not one e-mail on this subject has been read.
I personally find these commercials very funny and I have lost a child due to stillbirth. I am not offended at all by these ads. I honestly don’t think I would be offended even if I were still in the throes of the grieving process, which lasted a very very long time. I think Brooke Shields is great in them. Not to be cold, but if you haven’t learned already, your pain is your pain and not anyone else’s, not even your husband’s. Life goes on for the rest of the world, as it will for you too one day. Peace to all of you have suffered loss and infertility. You will learn to laugh again one day. Really, you will.
My main issue with one of the commercials is the reference to “Now with advancements in infertility treatments, it’s getting easier and easier.” Because, well, do a little research. Don’t further spread the ignorance. It’s not getting easier. And infertility treatments are painful emotionally and physically. I’ve been poked, and prodded, violated emotionally and physically, I’ve spent over 2 thousand dollars, and still… no baby. I’d like this magical fertility cocktail your commercial is hinting at, because I’ve never found it on my own. My doctor would like to know about it to.
Infertility is a harsh diagnosis, and having to deal with ignorance just makes it more painful for all of us. When people act like our treatments are nothing, or tell us to get over it, or act like fertility treatments are some magical cure… of course we feel slighted. It’s like walking up to a cancer patient, and saying, “Well, don’t worry about it. Treatments are advancing at such a rate. You’ll be cured in no time.” Because, let me tell you. Not all infertiles are able to have a child eventually, it doesn’t work like that. Some live childfree, some have to give up on having a biological child and move on to adoption.
Treatments are expensive, they’re painful, they’re heart breaking, and they are certainly not getting easier and easier.
I too have suffered with fertility issues. We’ve had 4 miscarriages. Say, can I put my 4 dead babies into the Routan? No, but thanks for the painful reminder.
Please consider pulling these ads.
I find the ads by what I thought was a respectible, honest, caring actress whom i have admire for a long time since she was in her first movie to be very disappointing and vulgar and downright disgusting. brooke is a better person than to stoop this low suggesting that women haveing babies just to get to own the new volkswagen product. i find that is a disgusting and vulgar and think that they should be pulled.. good grief what has happened to the words pride and decency, have we had to stoop this low……. what about the poor children explolitation going on here. she has her family let her take care of them and not put out the vile english and stuff she is sending out about women getting a child in her belly just to buy volkswagon. how very sickeninng and disgusting. i am pounding these keys to write to you,. iam so upset and know that things should be taken of immediately so as to not upset women everywhere,,,,vulgar, disgusting, disalarming, indecent =i request that y0u cease and disist this immediately, maybe you can selll themn in a better more cleaner way and nat===maybe gain some respect for broooke and the woman in the commercuial and ask that they do whatever they have to change this mistreatment, and god bless them if they don’t put a stop to these almost evil ways, brooke should be ashamed!!!!!!!!!!!! VW should be even more ashamed,,,,,,,,,,,,,,,,,,,,,,,,,
Right you are, Ariel. Not only that, but given the genesis of the VW brand, you’d think the company would have realized these ads were unwise for multiple reasons. However, the dumbed-down American public would only know about this if it were part of some gore-splattered video game.
I agree… I am also an infertility patient and think this commercial is pretty cruel.
…Yeah, I’m enduring all kinds of invasive procedures and regular heartbreak for over a year now, just so I can buy a car.
I wanted to through one more thought out there for your company, who seems to be writing this off as no big thing. One in ten couples is infertile. Doesn’t sound like a lot, but think about this. That means 100,000 couples out of a million are going through those invasive heart wrenching procedures. And let’s think for a moment about how many of us feel about someone saying that our expensive, invasive, procedures are making it easier to get pregnant. You are hurting a large portion of your potential customer market.
Food for thought.
Add me to the list of offended. I actually stumbled on your blog when searching for others who were offended. I will keep hunting in hopes of finding the contact information for their head of marketing. These ads completely rubbed me the wrong way. Not funny, VW.
I too am also offended, first because we are an infertile couple but second we are an adoptive family and in one of the commericals it makes light of adoption by saying there is an increase in cyber adoptions. Going through infertility is hard but adoption is a blessing that should not be treated lightly.
Volks folks should apologize. This is anti-childbirth. Disgusting.
Every time these commercials comes on, I seriously consider changing the channel. They are in very poor taste, and not remotely funny. I hope they stop running soon.
First,
Legitimate and heartfelt sympathies to those struggling with the issue of infertility. However, I think you are allowing the emotional issues tied up with your own personal issue to affect how you read into this ad. I mean, you might as well be saying that a family of four or five walking down the street is offensive and insensitive to your inability to have a child. I am NOT downplaying the internal trauma and how this affects marriages (I’m finishing my PhD in psych.), but this you are misreading the context of the VW message.
If you’ll watch the ads closely, the spoof is aimed at the popular notion of advertising departments and actor/humanitarians. If you’ll notice, the parents are portrayed as legitimate parents who had the children out of love, and the ad is meant to promote the exact opposite of what it’s saying; in essence, it’s saying that having children and conceiving is NOT easy, and people are having children out of love. Most importantly, by highlighting the absurd. made-up, Routan boom birthrates, they are pointing out the fact that birthrates in America are below the statistical standards for sustaining civilization in America (below 2.1 births for every death). If anything, it prompts people to think about why we are in such a sad state, with all the abortions (yes, I’ll throw it in there), sterilizations, and “economic” decisions to not have children.
VW is trying to point out the sad humour behind those who view having a child as a purely utilitarian, pragmatic decision. Children are a blessing, not a right, as hard as the pill may be for those of us having difficulty in conceiving (my wife and I, included).
If VW is at fault, it’s because I would consider this as 1%er humor. Only about 1% of the population gets it. Best of luck to those trying to have a child, and please remember folks, sometimes not being able to have a child naturally may lead to another way of having a child… adoption! There’s so many children just waiting for your love and care!! Peace!
I personally find these ads in very poor taste. Meant to be funny or not, they are hurtful. 1 in 6 couples deals with infertility. It’s a very real and painful thing. It makes me sad that Brooke Shields (who very publicly shared about her infertility and PPD journey) would be involved with this ad. I am a mini-van driving mom to 3 kids after years of infertility. I’ll be sticking with my Toyota!!!
I’ve enjoyed reading everyone’s thoughtful comments.
Last night, my husband was watching a ball game and I was in another room. The ad for the Routan came on repeteadly and I couldn’t help but go , “Huh?”.
I must admit, at first, these ads are very off putting. After having dealt with six years of infertility treatments and now going through the process of completing an adoption (We are beyond thrilled, btw, of course, about finally becoming parents!)…I was disconcerted by the phrases “cyber adoption”, “baby boom”, “reverse vasectomy”, “having babies for German engineering”, etc…that were being thrown around.
That being said, I “googled” the aforementioned ad and stumbled upon this site. After reading the above comments (especially Pete’s) I kind of get where Volkswagon is coming from. They aren’t trying to be insensitive to us folks who have lots of children, no children, can’t have children, or who are adopting children…they are just trying to sell a product and be funny.
However, I think that doing a “Mockumentary” like this in the context of a commercial during a ball game, you are setting yourself up for serious misinterpretation. In other words, if your audience is tuning into your program with advanced knowledge of the sarcasm at hand, that’s cool. But trying to convey sarcasm of this magnitude while people aren’t prepared and are only half listening; or talking to others about a ball game, and preparing dinner…it’s going to go over like a lead balloon.
Add me to the offended list…………My husband and I struggled with infertility for 6 years and spent over $30K before we were able to adopt our baby girl. I find these commercials to be very tacky………………and will never buy a VW product!!!
And shame on Brooke Schields for doing these ads!!!
As someone who has suffered from infertility and personally followed Brooke Shields and her journey I have to say I’m in the minority - I have no issue with these advertisements, in fact I find humor in them.
Infertility is a heartbreaking situation and one that no one expects or predicts they will be in. A lot of times its unexpected and painful and a lot of times unexplained.
That being said, for those of your offended by the commercials I challenge you to please go back and rewatch them. As one other poster pointed out Brooke and VW are not mocking your struggle they are simply making light of the fact that when a couple does become pregnant they often jump to buying a ‘family’ car such as a minivan. VW wants to be considered in that market and therefore is using that as their way to get you to consider them.
Its not meant to be hurtful or inconsiderate, its meant to be funny. I personally understand the loss and struggle involved with infertility but this is what I have to deal with in life. I refuse to let some car company hurt my feelings over an advertisement. I will be honest and say it seems quite immature to allow yourself to be so hurt by a commercial on television. There are so many offensive things that we are subjected to on a daily basis is a car commercial really where you want to send your focus?
I’ve risen above the situation and realized that Brooke too has been able to rise above it to the point that she can now make light of it. She publicly suffered and is now able to look back on it and realize that the stereotype is funny: new parents often run off and buy a minivan. I am truly sorry for those of you who can’t step back from your own personal situations long enough to enjoy humor. I hope for your sake someday you will be able to look back on your life and realize this for what it is: a commercial!
I don’t have nor want children, but I fully agree these ads are repulsive.
I didn’t like the adds, but not because of my infertility problems I can take a joke well, and appreciate humor, what I didn’t like was the approach, had it been about “you take your kids to baseball only for the van” it would have been alot funnier, but a line was crossed with human life as the punch line.
I remember the Joe Isuzu adds, they were funny, it looks like VW is trying to do the same but again the subject matter is to serious to make light of, there are other ways to do this without crossing the line. Its not encouraging me to get the van.
I’m not offended– I just don’t “get” them.
VW has squandered another opportunity to get back in the American market, I guess.
I have to admit that the commercial is pretty hard to swallow. I am dealing with infertility, and I don’t like that I have to monitor what I watch on TV to make sure that I change the channel when that commercial comes on. It’s very hurtful.
I would have to say to SB that while I appreciate your opinion, I don’t feel that it is appropriate to say that I’m being immature if I let a car commercial offend me. I really believe that there are times in life when IF hurts worse than others, and some of us are more sensitive than others. It’s not about immaturity at all. It’s just how some people feel.
I am really sorry, too. I hadn’t considered that point of view either. As a friend of mine remarked, making fun of the target market is just about the dumbest strategy out there.
The more I see these ads, the more annoying they are. They are, in my opinion, second only to the JG Wentworth (opera singer train wreck) 877-Cash-NOW campaign which is just about the most obnoxious thing out there.
To SB re: your comment, “As someone who has suffered from infertility and personally followed Brooke Shields and her journey I have to say I’m in the minority - I have no issue with these advertisements, in fact I find humor in them.”
SB, I am guessing you no longer suffer from infertility? There is a common observation among those of us who are childless (not by choice) that women who have suffered from infertility seem to instantly forget how painful it is as soon as they are blessed to have a child of their own.
Yes, I do “get” the joke and if I were not infertile, I would probably get a big giggle out of it. But as someone who has been trying for years to have a baby and has suffered four late-first-trimester miscarriages along the way, I have to say seeing this ad was a kick in the stomach. I was stunned, hurt, and came close to crying. And no, I am not thin-skinned or overly sensitive and it takes a lot to hurt me.
I can understand how an ad like this would be produced and aired without the thought of how hurtful it is to the many women/couples experiencing infertility, and I do not fault the company for the gaff. But my question is this — the issue of its hurtfulness to the infertile was raised 2 weeks ago. I just saw this ad for the first time yesterday. WHY then is this hurtful ad still airing??
Hurt and disappointed non-future VW customer,
Julia G.
1 in 4 couples is infertile. Not very smart for the marketing department if you ask me. This commercial makes my skin crawl. I don’t think I would take this car if someone gave it to me. Horribly insensitive choice of marketing for VW. It is a shame.
I too find these commercials offensive… infertility is a hard reality to escape…. it hurts… and these adds are just salt in the wound.
That being said, I feel sure that offending so many was NOT the goal here… but now that so many opinions have been voiced, I think it is in bad taste to continue to air these commercials.
I find the commercials insulting to the importance of parenting, insulting to those without children (whether because of infertility or by choice), and insulting to those whose children have died because of illness or accident. VW needs to strongly consider pulling the ads and the marketing department needs to think about all of the potential consumers.
I don’t find it offensive, but I don’t think it’s funny either.
I absolutely get sick each time I see these ridiculously insensitive commercials. There are MILLIONS of hurting infertile couples, and all this commercial did was make me refuse any future thought of purchasing a VW (as a previous VW owner). The ad does NOTHING for the vehicle itself, and just throws such insult and pain to those who now feel that they don’t even “deserve” this vehicle. Exactly WHO in the marketing/advertising department thought this would do the vehicle good?? It did nothing but make me seriously disappointed in VW for the lack of tact and thoughtlessness! You’ve definitely done more damage than good in these ridiculous ads! I turn the chanel every time I see one come on!! It’s a horrid, tactless ad!
I think your new commercials are tasteless, insensitive, and ridiculous. I am a young woman dealing with infertility. your commercials make parenthood a joke, and trivialize the miracle of life. It is an insult to women and men everywhere who may not be able to have children.
And of all people, Brook Shields should have been more aware and sensitive, being that she went through infertility and In-Vitro fertilization with her first child. This has turned me off from VW permanently, and will not be purchasing anything from your company in the future. Not a bright move VW, as 1 in 4 women have struggled with infertility in their life somewhere.
I hope that Volkswagen is taking note of how people feel about these commercials and will take action on it. While posting it here on Volksbloggin.com helps show the majority’s opinion of the commercials, I would suggest that we all email Volkswagen themselves about it. Most likely they’re not going to be reading it here as Volksbloggin.com is not part of Volkswagen, rather we write about Volkswagen and are independent.
The reason we write is exactly for these types of situations, to allow the consumer to have a voice in the Volkswagen world. I hope that somehow we can bring these comments to light to VW and see if we can accomplish something with them, like pulling the ads etc.
My wife and I are right in the midst of pregnancy problems as well with two miscarriages now. We believe it is related to a congenital defect in her uterus that should be able to be remedied with a small surgery. While we ourselves have not looked at the commercials with disgust, our hearts go out to everyone with these problems!
I also struggle with infertility and find these commercials, and especially Brooke Shields appearance in them to be very very hurtful. I can’t change the channel fast enough when they come on.
I am a creative in the advertising field and am also trying to cope with infertility. These ads are so incredibly distasteful my blood pressure rises every time I think about it. We struggled with infertility for 3 years, had four miscarriages, and were not successful in the end. My husband and I change the channel every time one of these ads comes on tv, which seems like all the time.
I can’t believe that any agency would know so little about their target audience that they would even present this to a client, and then that VW would actually buy it. So many people suffer from infertility, and as one of the previous posts said, many of those people are potential customers. Isn’t the objective to peak interest so that people will actually watch the commercial, not switch the channel as soon as they see Brooke Shield’s face!
I am also so disappointed in Brooke Shields. I read her book and cried for her as I followed her struggles through infertility and postpartum depression. How quickly she forgot the pain that you feel when people make light of the ability to get pregnant. Shame on her!!!
We will never buy a VW and will try to avoid seeing anything that Brooke Shields is in. And to the agency who created this, do your homework next time!!
While I was not really offended by the commercial, I did not find it effective at all. I have also had 2 miscarriages my third attempt was a special needs child with a genetic syndrome, but I did not get upset at the ad. What did both me mroe was the bad carseat usage in the vehicle. Those babes are barely big enough to be Forward facing and then the chest clips are not in the right position. If you are touting this vehicle as the best thing for families, at least demonstrate proper protection methods for those children.
Frustrating. Carmakers need to employ well trained techs for their advertsing.
Add me to the list of people that find these commercials incredibly offensive. I will never buy a VW ever again as a result. Hopefully they will realize their error and pull the ads.
I can’t stand these commercials. Maybe it has something to do with the fact that my eight year old son was watching TV with me when one of these idiotic pieces aired…
“Mom,” he says. “What does she mean have a baby for love?”
“Nothing honey, it’s a bad commercial. Forget it.”
“But Mom, she said not to have a baby with someone you barely know. What does that mean…?”
Lovely. Brilliant. Thanks very much Volkswagen. Idiots. I’ll NEVER buy a VW car.
The news release for these ads listed a contact info… I might just give her a piece of my mind. The info is below.
Mya Walters
310-664-4954
I am also an infertility patient, and I think the VW Routan commercials are hilarious! Yes, it hurts to hear of other women getting pregnant when you’re struggling, but you shouldn’t let your humor be impaired by your pain. Humor is actually a very effective analgesic if you let it be!
So the reason I found this page is that I recall seeing in California a VW Routan commercial that featured an interracial couple. I may be mistaken, I’m still looking for it, but for many years I waited to see commercial advertising not bow down to racial pressure and finally show such a couple. If Volkwagen indeed did this, I applaud them.
Given ugly atrocities of the German Nazi breeding programs, I can’t believe a German company like Volkswagen would air ads like this. Why would they want to associate themselves with such a distasteful part of German history?
I do get up a change the channels and then I go and talk with my daughter and her husband who both work in advertising. They agree that the ads are done in very poor taste. This is the worst car ad that I have seen. VW and Brooke should apologize and hide their heads in shame. What were they thinking?
Unfortunately for VW Americans are incredibly dumb, self-centered, and hypersensitive–to the point that they can’t appreciate something as silly as people having babies just to buy a certain car. Instead they take this ridiculous premise as a personal insult to those who actually want to have children. “This commercial isn’t about cars, it’s about me and my problems!”
At this point I’m not sure which is more ridiculous, the idea that people would have a baby just to buy a car or the “outrage” people are expressing over the VW commercials.
Get over yourselves.
These ads are in the worst possible taste. I have a number of infertile friends, and I had infertility issues. Talk about a knife to the heart for people who would give their right arm to be ABLE to have a baby! What an insult to the infertile world!
Please pull the ads! By the way, one in 6 couples deals with infertility at some point in their lives.
I find the commericals very offensive. The thought of German engineering reminds me of “How the Trains Ran On Time”, where mothers, pregnant woman, elderly woman, infants and children were sent to the crematorium. Plus, the Germans experimented on pregnant woman, children and twins. Your commerical is scary. I am ashame of Brooke Shields for participating in the ad, since is is well educated and a mother of two young daughters. Perhaps the commerical could be about how well the car is built to ensure the family’s safety and how the size accomodates a growing family.
Infertility is something that weighs on your heart daily and to think…that just by watching commercials, I can suffer additional heartache.
Tacky and just plain not good marketing in my opinion.
I am interested in who made this decision and what focus groups approved this ad. I don’t know anyone that has seen that ad and thought it was witty and made them want a VW minivan.
Exactly the opposite, in fact.
I AM AN ADOPTIVE PARENT OF TWO WONDERFUL CHILDREN AND HAVE BEEN DEEPLY OFFENDED BY THESE ADS. I BROUGHT THEM UP AT WORK AND HAD SEVERAL PEOPLE SAY I WAS TOO SENSITIVE. AFTER FINDING THIS SIGHT I CAN SEE I AM NOT ALONE. I HAD A NEW BEETLE AND RECENTLY GOT RID OF IT. I CAN SAY I AM GLAD I AM NOT DRIVING A CAR THAT WOULD MAKE FUN OF ADOPTION IN ANYWAY. MY DAUGHTER IS ONLY 4 AND ALREADY KNOWS THAT WORD AND WHAT IT MEANS. I HOPE SHE NEVER SEES OR HEARS THAT COMMERICAL AND ASKS ME WHAT THEY ARE SAYING… PLEASE TAKE THEM OFF THE AIR - READ ALL OF THE ABOVE REMARKS AND TAKE THEM TO HEART - TOO MANY PEOPLE ARE HURT BY WHAT YOU ARE DOING….
As a 28 year old woman struggling with infertility, I find this commercial to be in extremely poor taste, and my husband and I have vowed never to buy a VW b/c of it.
I am glad I am not the only person that is offended by this tacky and thoughtless commercial.
To all the people whining about infertility- change the channel! Every person on earth has struggles and disappointments, and everyone could take issue with what is televised. I do think it’s a pretty dumb commercial.
Why are you yelling?! I think this is one of the dumbest commercials ever created. Geared towards breeders. “Let’s pop out more kids so we can have this car.” Can’t stand Brooke or VW. Great way to not sell your cars, folks. And I think a lot of you are taking this silliness WAY too seriously.
I to find these commercials to be completely insensative and crude. I’m also an infertile patient and my blood boils ever time it comes on. I’m glad that I stumbled across this blog, as I was hoping to find others that felt the same way as I do.
Best wishes for eveyone dealing with infertility.
Will not purchase any VW’s in the future.
I think the VW commercial is just lame and boring. What does it tell me about VW? I love a really clever or humorous ad but this is not one. Not funny. Not informative. Right up there with Burger King ads.
I find these tongue in cheek commercials hysterical. The people who are offended by this need to lighten up a little. After all it is just HUMOR. It always shows the pregnant women as totally unaware of what Brooke is talking about making it an obvious parody. It is OK to laugh people. I think a lot of you are ADHD. . . Adult Deficiant in Humor Disorder.
The stupidest most annoying commercials on television at this time….my wife and I cringe everytime they come on TV..VW and Brooke Shields should really stop and watch these commercials and see how idiotic they really sound..I doubt that they have!! And How these ads are considered ‘good marketing’ is way beyond me….These are the types of ads that make people use the ‘boycott’ word!!
I also felt the phrase “having a baby for German engineering” was too close to Nazi eugenics and Aryan birth engineering. Too creepy. Just a bad coincidence?
Worst TV commercial creative in a long time. So obviously repulsive and offensive to people with fertility issues (like my household) and to anyone with half of a functioning brain. 1 out of 10, 1 out of 4, whatever the % of population why a company would spend millions on dollars on TV spots that guarantee tens or hundreds of thousands of people to harbor negative brand feelings is beyond me.
Normally I would think this was a case of Los Angeles/NYC companies / ad agencies being too clever for their own good and missing the mark like so many commercials do, here it appears to VW USA is based in VA now and their creative agency is in FL.
I plan on sending correspondence voicing my disgust to those involved:
Volkswagen
2200 Ferdinand Porsche Drive
Herndon VA 20171
VP Prod Mktg & Strategy Toscan Bennett 703-364-7000 toscan.bennett@vw.com
VP Mktg Tim Ellis 703-364-7000 tim.ellis@vw.com
CEO, EVP Volkswagen Brand Stefan Jacoby 703-364-7000 stefan.jacoby@vw.com
Director Press and Public Relations Steve Keyes steve.keyes@vw.com
Crispin Porter + Bogusky
3390 Mary Street Suite 300
Miami, FL 33133
Laura Bowles
VP Group Account Director
305-859-2070
It’s more than creepy, Dan. And it’s no coincidence that VW can’t see the connection. After all, they were only following orders. The whole thing is redolent of Nazi eugenics. What’s the follow-up commercial going to be? Brooke and the happy family smiling and waving, and, in the background, their Routan parked at the entrance to Auschwitz? I shudder to think.
And, “Wow,” Matt Radel, get a clue. VW needs to pull the ad campaign and you need to grow up. Is there anyone else at your site who can respond to the comments with something a little more heavy-duty than pablum?
@Christine: Thanks for your feedback - though I think to throw Nazism into this is a gross overgeneralization, and completely misplaced. Keep in mind that this was an American advertising firm (Crispin Porter + Bogusky) that created this commercial, and helms the vast majority of VW’s marketing. If there are Nazi undertones here, they’re not coming directly from Germany into your living room…they’re coming from Miami Florida.
Don’t get me wrong - it’s clear that these ads have insulted many, and there’s a very strong case to pull them. But I think the campaign will run its course before that happens.
Thanks again for reading.
i totally hate these commercials i cant wait until there done using them. i however do like brook shields i just think this could of been done with more taste….
By the looks of the other emails, this commercial is not being welcomed as much as Volkswagon would like. Well good because it really is creepy. I like Brooke Shields but this ad is disgusting and i totally agree with these people as well as people at work and from the talk radio station that i listen to. Everyone that has commented on this ad, says it’s disgusting, creepy, tacky and just plain “not right”. I hope they stop airing them soon.
What a way to make a mockery of the family. It’s one of the most tasteless ads I’ve seen. It is offensive to those who see their children as the blessings they are.
I’m not a parent, not trying to be a parent, and honestly probably won’t be in the near future but I can certainly see how the commercials can be offensive to some. While I personally don’t find them offensive, they do give me a headache. They’re just SOOOO stupid. Whoever thought of this, seriously…what were you thinking? Brooke Shields, what the heck were you thinking taking on something like this?
Amen to that. I too am struggling with infertility and have found these commercials to be very offensive in fact it makes me want to sell my volkswagon car. Not only that I think that the commercial could and can have potential to be offensive to those mothers in low-income communities. Quite frankly those that find it funny should consider all aspects of those that it may affect and also I feel that volkswagon should consider retracting the commercials.
I just can’t believe that Volkswagon, or Brooke Shields would lower themselves with this stupid commercial. I don’t think that it’s in any way entertaining. I can’t wait till I don’t have to be subjected to them anymore–for now I have to change the channel.
I am not offended by the commercial, even though I have too suffered multiple miscarriages. I did, however, recently become pregnant, and I was very upset with vw when they told me i cannot get a free Routan just because I am pregnant. The commercial makes it appear like they are free. I cannot afford a new Routan. It seems like false advertising to me.
i’m amazed at the amount of people who are so weak as to allow themselves to actually be offended by a commercial. it’s an advertisement not a letter from your mother. change the station, get a glass of water, or better yet - grow up and get over yourself. the world is full of things that will eventually offend someone. each and every one of us has managed to offend others at times in our life. if you are such a big baby that you constantly walk around being offended then you should stay home, lock your doors, close your curtains, cancel your phone and cable services, put on some blindfolds and ear muffs…and leave the big bad adult world to the rest of us who can actually handle it. also….brooke shields is still amazing.
Offended?? Do these adds also offend those who cant drive due to birth defects? How about the mentally handicapped?
What a bunch of weak whiners. Grow up, grow a pair and worry about things that matter.
I am very disappointed in these ads and especially that Brooke Shields of all people would partake in them. She herself had difficulty getting pregnant and that she jokes around about this subject is hurtful. I have lost respect for her and for VW.
My daughters VW is currently in the shop because after 60,100 and 62 months, the engine is blown! We have kept up with the maintenance but VW is denying the claim and will not offer any help with the $8,000 bill to replace the engine. All this because we are 60 days out of warranty. I hope Ms Shields knows what kind of company she is representing. We now have a daughter in her last semester of college, looking for an intership, with no car. I dont know about you, but I don’t have an extra $8,000 lying around. Buyer beware, they will not help you out. I know Ms Shields will never see this comment. I’m sure VW will hide it from everyone else as well.
This is an attempt at German humor. The Germans have no idea about American humor and are clueless. They think mthe commercial is funny? It isn’t. It dosen’t offend me but is just stupid. The Germans are a mudane people and humor is unknown to them. Kind of like Swedish humor. I’m 25 % German and have been there several times. Let me assure you they are a humorless people.
I find these commercials completely humorless and offensive. I owned a Jetta when I was in college, and am currently looking for a new car. I have also been trying to get pregnant for years, and have been so completely turned off by these obnoxious commercials that I will never purchase a VW again.
“….to throw Nazism into this is a gross overgeneralization…”
Throw it? Overgeneralization? Hardly. When I heard “German engineering” coupled with “babies”, the only thing called to mind was Nazi Germany. Those powerful are keywords. It was so blinding, I failed to notice what the ad was even for. I had to overhear it several more times before I heard Volkswagon.
I later asked three friends if they’d seen the commercial. They had. I asked them what the commercial was for. Two said they hadn’t a clue. The third said “I think it’s for a car”.
No immediate name recognition or branding for 4 of us. So you see, it might not even be effective advertising. Of course, your target audience and VW ad execs are probably too young to remember Nazi Germany otherwise, there’d be no thought of “overgeneralization” or “throwing Nazism into this”. To older generations, it may be hard to be reminded of anything else.
Now that I’ve read the comments from those with infertility, the commercial becomes even more offensive. Tsk.
Your incredibly rude comment is a sign of your ignorance and very disappointing to humanity. When someone you love (if you could love someone) finds themselves in a situation where they would like to have a child and they are not able to you will regret your horrendous mistake. And it will happen, because infertility rates are increasing by the second and you will at least know someone who it affects - even if you are heartless and don’t care.
You are obviously not someone whose life has been touched with infertility. When someone you know (and possibly care about) faces this issue you may become enlightened. And no, people who walk down the street with their families are not offensive. Crass commercials are offensive and unecessary as well as actresses who have had personal trauma related to pregnancy and parenthood who are insensitive to their “sisters”. Lastly, adoption is not a picnic either and currently it is not a simple process. Look into the scope of infertility today and also into the eyes of those parents who want to have babies (but no so they can buy stupid German cars!)
Having been a creative director for an ad agency for years I know that the car company was not thinking about those that are infertile. And although you may feel it insensitive, there isn’t any ad out there that doesn’t offend someone no matter how demographics are studied. I don’t personalize any ad campaign. And, those that do obviously can’t just change the channel or ignore it. As a gay male, I certainly can’t have children and it’s difficult in this country for us to adopt unless we go out of the country. Straight, infertile couples, like my cousin and her husband, adopted.
However, it took me a few times of seeing these ads to get them. I don’t think they’re particularly good or clear. One thing that adds to this is the rather complicated website they drive you to. I didn’t write it down, but when I attempted to place the url in the web browser, I had it wrong. And, I did a google search and still couldn’t find it. That’s not very smart.
So get over it, stop blaming the car ads for your shit. No one means to be insensitive, it’s just you personalizing the ad. It’s really you being insensitive not the other way around. If I personalized every ad on tv I’d be writing letters saying how dare people shove this heterosexual stuff in my face. How dare women show their tits on tv. I mean come on, do you hear straight people saying this stuff.
Get a therapist.
BTW… cool blog, man.
Infertility or no infertility these ads just aren’t funny. If you are like me and are fighting this battle of infertility and these commercials hurt you that doesn’t mean that you can’t step back and see the humor in these ads - it means they aren’t funny. They are stupid. I take offense at the commenter who said “that we are weak to be offended by a commercial.” I pray that whatever struggle that they have to go through in their life that others show them more compassion than they appear to be showing here.
I agree with all of you about the insensitivity about this ad. I absolutly HATE it. I have fertility problems and recently had a pregnancy loss, and NO I’m not blaming this commercial for being sad about it, but it’s an awful reminder of what a women goes through to try to have a baby. To all of you who are talking smack about people expressing their feelings, I hope noone you love ever has to go through pregnancy loss or infertility, because if they ever do you will change your mentality of it. I can’t beleive VW is still running this ad, I do change it when it comes on, but it’s still awful, I was planning on buying a Passat as my first brand new car, but now I will never own a VW even if it were given to me, Id sell it first. I hope VW is happy with the amount of money they spent on the ads, because they probally lost twice as much in potential customers.
It stinks a bit like Lebensborn.
To me, what Ms Brooke said in the VW commercial was equivalent to others saying that postpartum depression was in your head and not real. Oops didn’t Ms Brooke have one of those ? oh, maybe she forgot
I saw the ad and I was interested to see what other people were thinking. I didn’t find much on the internet, but stumbled onto a website that said the German government was supporting the touching of little children. I goes on to say that when a child touches an adult, that the adult sould in turn touch the child sexually. I don’t know what the German’s are doing promoting and distributing a booklet instructing how to do it. I associate the Brook Shields commercial selling VW, and touching the little children. I just think it is all weird what is going on over there in Germany.
There is a link to info about it if your interested.
http://elliotlakenews.wordpress.com/2007/09/18/german-govt-promoting-incest/
@ gregory: Well, if it’s on the internet it HAS to be true. ;)
After watching this commercial when it first came out, I was offended. I have given it time, and I am still offended. Am I overly sensitive due to my own infertility and the knowledge that the actress in the commercials struggled with infertility herself? Probably. But, the point is that for the last several months my disappointment and frustration with VW has not changed. This means that my original reaction to never purchase a VW has solidified. VW has not only missed the mark, but has isolated prospective consumers, and some may be isolated indefinitely.
During the period this ad ran, I purchased a new vehicle and did not even look into purchasing a VW, despite my family’s prior VW purchases.
In response to those making comments to the point that those offended by this commercial have no business being offended: It’s the responsibility of the advertising firm to think ahead and avoid offending a large part of their target audience, not the other way around. Those that are offended by this commercial have every right and reason to be– they should not have to feel obligated by anyone to suspend their sensibilities so that the commercial’s good reputation can be protected. An individual’s response to an ad should be respected and the respect for this should be in the forefront of an ad writer’s mind.
Why is Brooke Shield putting her faded stardom, behind the German auto maker? The last time I checked, she was American with all her stretch marks. So, why try and influence the U.S Mom to go German?
That won’t help her come-back.
Ladies’ Hood Journal reporting.
It took me several viewings before I got the message of this ad, and I was disgusted. Having babies to get a stupid SUV? I am thoroughly amazed and disappointed with VW America for their incompetent ad campaigns. In a time when MPG is important, they push these stupid gas guzzlers on the American market, yet when is there ever an ad about the Tdis? I have owned a Tdi for years, and to this day, when I tell people I get 50+MPG they shake their heads, as if they had NEVER heard THAT before! What a shame! When I pull up to a gas station, often when I tell them to fill it up with diesel they question me and think I’m some dumb broad who doesn’t know the difference between gas cars and diesels. This ad was just another let-down from the marketing folks at VW. Another missed opportunity to reach a huge market in the US. And, if there is one thing this world does NOT need is an armload of babies.