Volkswagen Gives the People a Talking Car

Struggling Volkswagen will harken back to its German roots as "the people's car" in its new ad campaign breaking next month.

The effort, tagged "It's what the people want," will star a talking 1964 Beetle named Max, according to dealers.

Max will tell consumers about the heritage of the German carmaker with the help of Heidi Klum, David Hasselhoff and other celebrities of German lineage. The campaign will be unveiled April 7 at a press conference in New York. Crispin Porter + Bogusky, Miami, handles.