Volkswagen targets new families in sweet safety-themed spot

The Volkswagen Jetta has long been a go-to vehicle for singles, but now the brand is also targeting young married couples. A safety-centric spot addresses head-on the anxiety and apprehension new parents feel about protecting their vulnerable new baby. New parents leaving the hospital carefully place the baby in a car seat and pull the car out, only to be cut off by a van. Scared, the baby sees his brief life flash before his eyes—the gentle humor here lies in how short and basic his flashback is. “If your life flashes before your eyes, make sure it’s in an IIHS top safety pick,” says the voiceover.

By focusing on the emotional experience rather than the product feature, the message of safety resonates and takes on more meaning.

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