Abstract
December 2005, one of the most anticipated films of the year has come to the cinemas all around the world. This film is King Kong, produced by Universal Studios. January 2005, Volkswagen, the largest car manufacturer in Europe, had made an alliance with Universal Studios. Thanks to this deal, the car manufacturer got placements in Universal films, TV shows and opportunities for joint marketing and merchandising. Therefore, the car company wanted to support the last Universal Studios film "King Kong". For this event, Volkswagen produced a special car, called Touareg "Kong". With this campaign Volkswagen was tying its first global advertising campaign for a remake of the King Kong film. For this campaign they created TV, print, online and billboard ads for the 2006 Touareg SUV.
