Volkswagen Canada has launched a redesigned Jetta for 2011, and with it the company has launched its first 3D video ads in Cineplex movie theatres in Toronto and Montreal.

Part of a larger national campaign, the 3D commercial is meant to connect with the features of the car, says Lynne Piette, manager, brand marketing, Volkswagen Canada.

‘Volkswagen is an innovative company, so we just felt with the all-new Jetta, which also has great innovative technology, that the 3D technology actually lent itself well to the launch,’ she says. ‘We wanted to launch the redesigned Jetta in the most impactful way and we thought that a 3D cinema ad would help achieve that.’

The ad features a paper sketch of a Jetta driving through a landscape that changes into a computer model of the car and finally into an actual car.

The ad will also be playing on movie screens in a 2D version.

The rest of the national campaign, which runs into the new year, includes two 30-second TV ads, newspaper ads in major cities, online display and homepage takeovers of Videoegg.com, MSN.ca, Yahoo.ca and other pages, billboards in Toronto, Vancouver and Montreal, and a microsite off of VW’s main site.

Creative was handled by Red Urban’s Toronto office and Starcom MediaVest’s Toronto office did the media. The target market for the campaign is 25- to 54-year-olds.