Volkswagen unveiled a new web film celebrating the iconic Beetle’s 70-year-old legacy. The film sets the mood for the launch of the 21st century Beetle, and leverages the car’s heritage to achieve this end. Targeted to both existing and potential users of the Beetle, the film kick-starts the campaign to highlight the Beetle’s positioning – ‘Think Fun. Think New’.
Speaking about the campaign, Kamal Basu, Head – Marketing and PR, Volkswagen Passenger Cars said, “The Beetle is an icon of automotive industry and still enjoys a cult status. The idea behind this film is to offer a distinctive feel to the Beetle enthusiasts enabling them to connect with the legacy of Beetle which is timeless. DDB Mudra team has worked really well on the brief and the final outcome is fantastic.”
Titled “Ode to the Bug“, the film is a tribute to the Beetle, aimed at evoking nostalgia and a sense of pride amongst true blue Beetle lovers. It starts off by celebrating the quirky design of the car with a reference to the word ‘Lemon’ – a gentle nod to the iconic Beetle print ads of the 1960s. It goes on to recall the cultural and social moments that have marked the evolution of the Beetle across different generations. From the flower power movement of the 60s to the electrifying drag races in millennium years; from its place in music and movies to its miniatures on table tops. From eccentric fans who modified their beloved Beetles into bold works of art, to the average Joe who inherited it from his father and drives the ‘people’s car’ to work.
The film has been released on YouTube, Facebook, Volkswagen India’s website and social media channels. Designed to go bigger and wider, the campaign will roll out in phases as well.
Said Sonal Dabral, Chairman and CCO, DDB Mudra Group, “DDB’s founder, the genius Bill Bernbach and his band of revolutionaries set the stage in the fifties for the great work on VW that continues even till today. In fact Doyle Dane Bernbach’s Volkswagen Beetle Campaign has been heralded as the best advertising campaign of the twentieth century. To create work for this iconic car therefore, is a daunting task for any creative team. I am really excited that DDB Mudra Group’s Mumbai’s team along with an equally passionate team at VW were able to create a campaign that does full justice to this much revered car and adds to the rich legacy of VW Beetle Advertising. I’m sure it will be loved as much as we loved creating it.”
- Chairman and Chief Creative Officer: Sonal Dabral
- President and Executive Director, DDB Mudra West: Rajiv Sabnis
- National Strategic Planning Head, DDB Mudra Group: Aditya Kanthy
- Creative Team: Rahul Mathew, Manish Darji, Shagun Seda, Anisha Ralhan
- Account Planning: Mou Roy
- Account Management Team: Anurag Tandon, Rakesh Varma, Shivavrata Sarkar, Hemant Joshi
- Agency Executive Producers: Vishal Sane, Siddhi Bhopale
- Production House: Lemon Yellow Sun Films
- Director: Dhaval Shah
- Editor: Darshan Patil
- Music Director: Abhishek Arora
- Voice Over: Nadir Khan
Article Source: ET Brand Equity