Motorcycle riders are widely recognized as free spirits who desire to be free to roam the roads. Volkswagen is challenging this idea, by suggesting that the 2011 Jetta can also offer drivers this same feeling of freedom with an even better driving experience.
This idea is also reinforced by the song playing in the background, Matt Morno’s Born Free, which not only suggests that drivers are “born free”, but that they also need to “stay free”. This hints that as opposed to depriving drivers of freedom, the Jetta actually enables them to remain free.
Towards the very end, the ad also plays on consumers’ esteem needs and their desires to gain approval from their peers/friends by reassuring drivers that the Jetta is a car they will want to be seen driving around in.