“The New Beetle: A Timeless Classic.”
Volkswagen Beetle’s China campaign; gotta say, “new” certainly does have it’s appeal. However, unlike most of the VW Beetle ads I’ve seen this one seems to forgo the iconic beetle silhouette blended into the environment for the almost tacked on faded golden stamp (iconic representation? …yes. Layout logic? …no.) .
Looks nice; but will the average Chinese feel the black beetle is a classic? While culturally relevant for a Westerner, for many Chinese this ad will be the first time the classic VW is seen.
Here’s a more boring representation of the first ad shown at the beginning of the blog; pretty women get the heart racing, and I am now in the process of confirming that pretty chairs do not. The message of classic that stand’s the test of time is nice, but in China where new and different is sought after with near religious furor does “classic” sell the car?
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Advertising Agency: DMG, China
Chief Creative Officer: Dan Mintz
Creative Director: Xu Weibing
Creative: Martin Barnes
Art Directors: Ni Yuanyuan, Alan Guo
Copywriter: Leo Dong,
Illustrators: Caroline Beckert, Liu Xinyu, Jiang Jiajia
Photography: Sheng Yan Dong Tian Zao Xing Studio
Brand Director: Nyoke Ching
Account Director: Eva Zou
Account Executive: Zhang Bo, Tommy Li
Media Director: Apple Chen
Media Planner: Jasmine Zhang
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