Volkswagen Punch Dub

Volkswagen of America has used the 2010 Super Bowl to popularize “Punch Dub”, an update on the classic Punch Buggy game, designed to increase model awareness and familiarity by reminding consumers of all the Volkswagens on the road. The “Punch Dub” campaign is based on the classic game that kids used to play back in the original Beetle’s heyday called “Punch Buggy” (or “Slug Bug”), where the first person to see a Beetle would yell,”Punch Bug” and playfully slug his or her friend. Punch Dub (as in VEE Dub) was launched with a 30 second commercial in the third quarter of the Super Bowl XLIV, with a cameo appearance by actor and comedian Tracy Morgan and performer Stevie Wonder.

Tracy Morgan and Stevie Wonder in Volkswagen ad

Sluggy Patterson

Volkswagen has developed an online campaign around the creator of the original game, Charlie “Sluggy” Patterson. Sluggy has his own blog,, Twitter stream, and a series of videos on YouTube.

Click on the Vimeo videos below to play the Sluggy interview, Sluggy on the rules, Sluggy and his blog, Sluggy and his Punch Dub map.

Punch Dub Online

Punch Dub was launched on Facebook on Super Bowl SUnday, encouraging people to engage with the entire Volkswagen product family with virtual slugs to friends and family. ( will launch on Super Bowl Sunday and will engage people with the entire Volkswagen product family and encourage people to dole out virtual “slugs” to friends and family. An online guide helps players develop and hone their punching techniques. The more friends you punch, the better your chances are of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.

Sluggy Patterson in Volkswagen ad


The Slug campaign was developed at Deutsch, Los Angeles, with Volkswagen of America VP of marketing Tim Ellis, by chief creative officer Eric Hirshberg, group creative directors Michael Bryce and Eric Springer, creative director Josh Rose, associate creative director/art director Barry Goldberg, associate creative director/copywriter Rob Goldenberg, associate creative directors/copywriters Avery Carroll, Jim DiPiazza, associate creative director/art director John Davis, senior digital copywriter Jason Wolske, senior digital art director Todd Swaim, director of integrated production, senior producer/music supervisor Marisa Wasser, associate producer David Weaver, interactive executive producer Matthew Pollock, interactive producer Greg Hamper.

“Volkswagen is one of the most beloved brands in this country, but people have a misperception that it only sell cars for the young. We needed to find a way to let people know that Volkswagen makes thirteen different models, in a way that still felt right for the brand,” said Eric Hirshberg, CEO/Chief Creative Officer of Deutsch LA. “Changing the game of ‘Punch Bug’ to the game of ‘Punch Dub’ and making it about all Volkswagen is the perfect way to do that. It tells you something nobody knows in a way that everyone can relate to.”

“Punch Dub is a fun, engaging way to reintroduce Volkswagen and its growing product family to millions of Americans during one of the most watched television events of the year, the Super Bowl,” said Tim Ellis, Vice President of Marketing, Volkswagen of America. “The campaign is a modern twist on a classic game that has been played on America’s highways for generations and will help consumers gain a new perspective on the breadth of our vehicle offerings, quality, performance and value.”

Filming was shot by director Frank Todaro via Moxie Pictures with director of photography Sal Tatino (Punch Dub) and director of photography Adam Beckman (Sluggy Patterson), executive producer Robert Fernandez, executive producers Lizzie Schwartz and Roger Zorovich, producer Laura Heflin.

Editor for Punch Dub was Russell Icke at The Whitehouse Post with assistant editor Amanda Dunlap and producer Justin Kumpata. Online editor was Wren Waters. COlorist was Mike Pethal at Company 3. Audio post was produced at Eleven Sound by sound engineer Jeff Payne. Motion graphics were produced at Roger, Los Angeles, by creative director Vasil Hnatiuk and executive producer Sarah Cole.

Music for Punch Dub is “Two Weeks”, a track from Grizzly Bear album Veckatimest, Warp Records.

Editors for Sluggy Patterson were Corky Devault and Joanna Manning at The Whitehouse Post with assistant editor Amanda Dunlap and producer Justin Kumpata. Post production was done at Therapy, Santa Monica, by online editor Craig Price and sound mixer Quinn Messmer. Colorist was Mike Pethal at Company 3.

Music for Sluggy Patterson was composed by MC Rae Brian Todd at Django Sound.