What is the song in the new Volkswagen commercial?

What is the "message" in the Volkswagen commercial with the song 'Ridin'?

• I just don't get this commercial.  Is the concept supposed to be some "edgy" message like Volkswagen is safer because cops don't expect Volkswagen drivers to have drugs or guns on them?  Is it supposed to be funny because the mom is 'ridin dirty' in the boyfriend's car?  The choice of song seems like an odd thing for VW to associate with their brand.

• Answer:

  First, it's Volkswagen.  The "wagon" thing really sets current and former employees off and will make many of them immediately ignore anything you write afterwards :-) ... The creative concept here is actually has nothing to do with the song.  It's a safety message that is being carried forward from the CP+B (aka Crispin) time on the account through the current Deutsch LA treatment.  Many of the folks working on the account at Deutsch have had previous experience with the brand, and most certainly some of the same people are still at corporate.  Thus, the safety message still resonates and is an essential part of the overall "Das Auto" theme--the global positioning of the brand, if you will. The Chamillionaire song "Riddin' Dirty", I suspect, was added for color only.  It's a bit of play on the absurd.  This middle-America soccer mom type would never be caught dead in a tuned out Japanese import.  But, she would rather subject herself to humiliation than to have her daughter ride around in a vehicle she considers unsafe.  Thus, her daughter's boyfriend gets the family Tiguan for dates whilst she will lower her standards (and, indeed, subject herself to potential harm) by driving his car for errands. The association you are supposed to see is safety.  It really has nothing to do with the song at all.