A hospital employee opens the blinds to a patient’s room to let in the early morning light. He sees a billboard on the building next door that announces the all-new 2011 Jetta with the caption “coming soon.”
These are not fragments of a disjointed dream, but descriptions of the first two of four new Volkswagen Jetta television commercials rolling out over the next couple months developed by Volkswagen and its agency of record, Deutsch LA, and each spot underscores different features of the all-new Jetta. In the hospital scenario, titled “Moonlighting,” there’s a captivated protagonist working extra jobs so that he can afford what he perceives to be a vehicle otherwise unaffordable. Having saved his money from working the oddest selection of jobs—including as rodeo clown—he discovers he can afford not one, but two new Jetta vehicles.