Beetle's first campaign in China features 'senior rebels' trying to regain youth

Volkswagen wants observers to notice that the 2012 Beetle is longer and more aggressive-looking than the earlier, more-rounded 'New Beetle' (which was never marketed in China), bearing a stronger resemblance to its earlier ancestors.

Melissa Bell, marketing director for Volkswagen Group Import China, told Campaign Asia-Pacific that the far more masculine 2012 Beetle will appeal to both men and women. "The curves of the old 'New Beetle' were very feminine," she said. "We wanted to make the new model a more inclusive Beetle."

The print campaign went live on 1 October in major titles such as Auto Motor Sport, ELLE, Vogue, GQ and Esquire; while the TV ad will break tomorrow (18 October) on a mix of channels including CCTV, provincial and local TV.

Developed by DDB Guoan (part of DDB China Group), the TV ad features old people having fun trying to recapture the spirit of youth as they try out skateboarding, spray graffiti, raving, and a series of other activities—all clearly beyond their physical abilities.

The ad is designed to strike a chord with the young and the young-at-heart by reflecting their desires to have fun today, and not leave it too late, according to Richard Tan, CEO and president of DDB Group North China.

“We believe the campaign’s unconventional approach helps differentiate 'The Beetle' in a way that is wittily visualised and brought to life with a warm-hearted twist in a spirit of youthful fun that transcends age,” Tan said.

The TV ad was directed by advertising director Steve Ayson, whose directing credits include award-winning TVCs such as “Lion" (DDB Amsterdam) for Centraal Beheer, and “Change Room” (DDB Sydney) for Volkswagen.

Its runs alongside print visuals in VW's global campaign style and tonality shot by photographer Nick Meek, which have been specifically adapted for a Chinese audience using brighter colors and local models.

Bell added that VW "aims to show a sense of self-expression and celebration of the Beetle’s cool nature, whilst also demonstrating that it is sporty, powerful and fun to drive."

The main target audience and bulk of vehicle sales will be from the fashion-conscious and lifestyle-oriented post-80s generation, but Bell stressed that it is more about the personality of the consumers rather than their ages. "That person may be 50 or 22, but as long as he or she has a youthful spirit, we're not stopping them from buying the Beetle". She declined to reveal confidential sales targets, but said the brand has a KPI dashboard for awareness and engagement.

The Beetle, aka the Bug, has through its long history become a cult classic due to its unique design and association with the hippie movement in the 1960s. "That is why we really want to focus on unconventionality in this campaign," Bell pointed out.

Within Asia, the Bug has already been launched in other right-hand-drive markets like Hong Kong, Singapore and Malaysia.

Credits

Project: Senior Rebels
Client:     Volkswagen Group Import Company
Product:    The Beetle
Agency:     DDB Guoan
Global ECD:    Jeremy Craigen
Executive Creative Directors:  Stephen Mui / Greg Bray
Art Directors / Copywriters:  David Mackersey / Jonathan John
Head of TV:     Christine Kastens
Agency management:   Miriam van Dijk / Horace Laai
Marketing Director:   Melissa Bell
Advertising Managers:    Li Zhi / Cherry Wen
Director:    Steve Ayson  
DOP:     Antonio Paladino
Production Company:    THE SWEET SHOP
Producers:     Claire Davidson / Maricel Ticar Santos
Executive Producer:    Claire Davidson
Co-Production Company:  BLACK + CAMERON
Producer:     Laura Geagea
Executive Producer:    Tao Wright
Post-Production Editors:  Peter Sciberras (Offline; Method Studios), Barry Greaves / Nicholas Bennett (Online Compositors; SFG – TECHNICOLOR)
Music Publisher: Nelson Can
Exposure: TV, print