Volkswagen, announcing the launch of the Chattanooga-built Atlas Cross Sport SUV, on Monday debuted the first episode in a three-part series of short films titled "The Accountant."
Introducing the SUV's campaign tagline, "Excessive Where it Matters," the spots play to the vehicle's combination of "all-star appeal and everyday sensibility," according to the company that has an assembly plant in Chattanooga.
In the first installment, viewers are introduced to a high-profile accountant played by actor Paul Giamatti, who struggles to reel in the spending of wealthy clientele; one in particular played by actor Kieran Culkin.
According to VW, Giamatti's character is quickly established as frustrated by the spending habits of his clients, as he counsels them against over-the-top financial decisions including the purchase of a solid gold jet-ski, private plane, and claiming a tiger as a tax write-off.
In the last moments of the spot, Culkin's character calls the accountant to boast of his latest purchase, an Atlas Cross Sport, which is the new five-seat version of the seven-seat Atlas SUV. The accountant breathes a sigh of relief at the smart spending decision and feels he's finally gotten through to one of his clients – until he hears him arrive at a famous Las Vegas hotel and casino.
The company said that the "Excessive Where It Matters" campaign playfully challenges modern culture's obsession with self-interest. In a landscape where the irresponsible decision is all too easy and tempting to make, Volkswagen has offered up a luxurious – yet moderately priced – SUV that is both stylish and sensible, according to VW.
"Excess in itself isn't wrong, but excess for the sake of showing off is," said Saad Chehab, senior vice president for Volkswagen brand marketing. "Americans shouldn't have to overextend themselves to drive a quality vehicle that garners celebrity style attention and respect. That's why we've made the Atlas Cross Sport Excessive Where it Matters.'"
With a starting MSRP of $30,545, dramatic coupe-like design as well as advanced connectivity and driver-assistance systems, the Atlas Cross Sport is Volkswagen's take on "the right kind of excess," said the German automaker.
"Excessive Where it Matters" is the latest collaboration between Volkswagen and creative agency Johannes Leonardo.