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Volkswagen and DDB NZ Say Goodbye to the Iconic Beetle

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Volkswagen is bidding farewell to the iconic Beetle, 80 years after it was introduced

Volkswagen and DDB NZ Say Goodbye to the Iconic Beetle

With the first Beetle produced in 1938, its international breakthrough moment took place 20 years later following its arrival in the US market and the release of ‘Think Small’ and ‘Lemon’, two DDB ads that immortalised the Beetle as a statement of modern design and popular culture. In celebration of this rich legacy, Volkswagen and DDB NZ’s The Last Beetle campaign is here to pay homage to the iconic car and its lasting impact.

The Last Beetle campaign removes the Beetle from all ads, letting the world’s most iconic vehicle outline do the talking to show us all the hole that will be left behind in the world of motoring.

Rory McKechnie, creative director at DDB NZ, says they felt a responsibility to make something special to say goodbye to such a well-known and much-loved vehicle.

Says Rory: “The Beetle has been the focal point of so many great pieces of work over the years which have become almost as famous as the product itself. It was important to us that we celebrate both the car and the creativity that has surrounded it for so many years. For anybody working in the DDB network, it also holds a special mystique. Not only have we shared a long and storied partnership, the year Volkswagen arrived in America is the same year Doyle, Dane and Bernbach set up shop.”

Volkswagen New Zealand marketing manager, Sara Pastor Ruprichova, says that they’re sad to see the Beetle go but ready for the next chapter of innovation for Volkswagen.

“We’ve had a great run with the Beetle, but all good things must come to an end. I think this campaign perfectly acknowledges our ability to create ground-breaking products that maintain their relevance and power through time,” says Sara. “It’s been amazing to once again partner with DDB to give this icon the send-off it deserves.”

The Last Beetle will roll out in print, out of home, digital and social.

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Client: Volkswagen New Zealand

Marketing Manager: Sara Pastor Ruprichova

Creative

Creative Agency: DDB New Zealand

Chief Creative Officer: Damon Stapleton

Executive Creative Director: Gary Steele

Creative Director: Rory McKechnie

Art Directors: Jay Kim, Lily Macintosh, Zac Lancaster

Copywriters: Maisie D’Cruz, Sophia Cussell

Group Business Director: James Blair

Business Director: Anna Hall

Business Managers: Carman Kwan, Paris Reardon

Agency Producers: Julz Lane, Sheetal Pradhan

Categories: Automotive, Cars

DDB New Zealand, Thu, 21 Nov 2019 00:16:27 GMT