EnginePower: VW Beetle Walks Into The Sunset
A year after officially announcing the end of its production, Volkswagen produced a final tribute to the iconic Beetle for auld lang syne. Taking the Beetle’s celebration of life to the world stage, the “people’s car” was honored in an animated short film titled “The Last Mile”, to debut during ‘Dick Clark’s New Year’s Rockin’.
Produced with the Johannes Leonardo agency, the animated film detailed the story of a boy whose major life events—from childhood to elderly age were shaped and influenced by the presence of a Volkswagen Beetle. Fans of the classic bodied car recognized details of past advertising campaigns as well as pop culture references such as cameos from Kevin Bacon’s character in Footloose and artist Andy Warhol. A rendition of “Let it Be”, was performed by the Pro Musica Youth Chorus that served as the soundtrack of the animation.
“The Beetle is easily one of the most recognizable cars in the history of automobiles,” said Saad Chehab, senior vice president, VW brand marketing. “Honoring it properly required a medium with just as much versatility and universal appeal as the car itself. While we chose the classic Beetle as the star of the animation, additional campaign components in Times Square honor the latter two generations of cars and their place and presence in American culture. We are proud of our past but our eye is on the future – hence our choice of New Year’s Eve to hint at our upcoming long-range EV and the 2020 Atlas Cross Sport.”
Complementing the film’s debut during New Year’s Eve festivities, Volkswagen will adorn New York City’s Times Square with a celebration of films, messages, and hints at its future brand design, including a more modern Volkswagen logo. Utilizing multiple billboards and digital spaces, the future of the brand’s Drive Bigger messaging and images of the 2020 Atlas Cross Sport will be on full display as the clock ticks down to the new year. A social media campaign, focusing largely on fan-sourced content, will also play out on @VW social media channels.
