Dive Brief:

• German automaker, Volkswagen, was hit with a major emissions scandal in September that cost its CEO his job. VW is now beginning the brand rehabilitation process with its first U.S. ad campaign since the news broke.
• The campaign handled by its agency of record, Deutsch, begins on Sunday with print and banner ads that includes a message from VW Group of America CEO Michael Horn as well as promoting of its “goodwill package” for consumers, rolled out Nov. 9.
• The print portion of the campaign involves large ads placed in major U.S. newspapers.

Dive Insight:

Volkswagen’s brand was shaken to the core after September’s diesel emissions scandal, and the automaker is taking the first steps toward redemption, or at least forgiveness, with a print and banner ad campaign set to begin Sunday.

In the ads, VW Group of America CEO Michael Horn has a message for consumers stating, “over the past several weeks, we've apologized to you, our loyal customers, about the 2.0L VW diesel emissions issue. As we work tirelessly to develop a remedy, we ask for your continued patience."

The ads will also promote Volkswagen’s “goodwill package” that offers owners of affected autos $500 prepaid Visa cards as well as an additional $500 “dealership card” that can be used at VW dealerships.

The campaign is being handled by Volkswagen’s U.S. agency of record, Deutsch, L.A.