Volkswagen Group Import China has launched a striking new TV and print campaign for the launch its flagship model, The Beetle. The playful campaign, with the strap line ‘Fun. Don’t leave it too late’ will appeal to a young-at-heart audience looking for a vehicle that’s iconic, innovative and fun to drive. It showcases powerful, dynamic and masculine Beetle.
The charming TV ad is directed by acclaimed advertising director, Steve Ayson, whose directing credits include award-winning TV ads such as “Lion" (DDB Amsterdam) for Centraal Beheer, and “Change Room” (DDB Sydney) for Volkswagen.
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Developed by DDB Guoan Group (part of DDB China Group), the ad features fun-loving oldies trying to recapture the spirit of youth as they attempt skateboarding, graffiti art, raving, and a series of other activities clearly beyond their physical abilities. The ad is designed to strike a chord with the young (and the young at heart) by showing how The Beetle reflects their desire to have fun today and live in the moment.
The unconventional approach aims to present Volkswagen’s globally established tonality - with all its wit and humanity - to a Chinese audience in a way that will reinforce and amplify their warm feelings for The Beetle.
The TV ad runs alongside a print campaign featuring a global campaign style, developed by photographer, Nick Meek. He has specifically adapted the visual aesthetic for a Chinese audience - using brighter colours to reflect powerful ideas of individuality, masculinity and sportiness.
The print campaign went live on October 1st and the TV ad will go live on October 18th on a mix of channels including CCTV, province TV and local TV. The print will feature in major titles such as Auto Motor Sport, ELLE, Vogue, GQ and Esquire.
Melissa Bell, Marketing Director for Volkswagen Group Import China, said, “Our campaign aims to appeal to the spirit of youth; we wanted to show a sense of self-expression and celebrate The Beetle’s unconventional nature, whilst also demonstrating that The Beetle is sporty, powerful and fun to drive.”
Richard Tan, CEO & President of DDB Group North China, said; “We believe the campaign’s unconventional approach helps differentiate The Beetle, reflecting its fun, dynamics and power in a way that will resonate and bond with Chinese consumers. The hopes and journeys of Chinese people are wittily visualized and brought to life with a warm-hearted twist, and a spirit of youthful fun that transcends age.”
Title: Senior Rebels (TVC), Unexpected (Print)
Client: Volkswagen Group Import Company
Product: The Beetle
Agency: DDB Guoan Group, part of DDB China Group
Global ECD: Jeremy Craigen (TVC)
Executive Creative Director: Stephen Mui (TVC & Print) /Greg Bray (TVC)
Art Director / Copywriter: David Mackersey (TVC)
Art Director / Copywriter: Jonathan John (TVC)
Creative Team: Andy Hepburn/ Stephen Liu/ Norman Chen/ Mustafa Tan/ Ray Liu/ Yu Zhao/ Roy Yuan
Head of TV: Christine Kastens (TVC)
Head of Art: Lisa Kirchner (Print)
Agency management: Miriam van Dijk / Horace Laai/ Ella Liu
Marketing Director: Melissa Bell
Advertising Manager: Li Zhi / Cherry Wen
Director: Steve Ayson (TVC)
DOP: Antonio Paladino (TVC)
Photographer: Nick Meet (Print)
Production Company: THE SWEET SHOP (TVC), Siobhan Squire (Print)
Producer: Claire Davidson / Maricel Ticar Santos (TVC), Jennifer Turner (Print)
Executive Producer: Claire Davidson (TVC)
Co - Production Company: BLACK + CAMERON / SHANGHAI (TVC), CONTRA Service Productions (Print)
Producer: Laura Geagea (TVC), Hans Dornseif/ Muriel Dornseif (Print)
Executive Producer: Tao Wright (TVC)
Editor & Company: Peter Sciberras (Offline; Method Studios), Barry Greaves / Nicholas Bennett (TVC), (Online Compositors; SFG – TECHNICOLOR)
Post Production & City: SFG - TECHNICOLOR / Shanghai (TVC)
Music and Music Publisher (Composer or Original soundtrack): Nelson Can and track ‘Apple Pie’ (instrumental) (TVC)