AUCKLAND, Today: A little over 80 years since the first Beetle rolled off the production line, Volkswagen – with DDB still in the co-driver’s seat – is bidding farewell to the iconic model which truly cemented itself in both motoring and advertising history.
With the first Beetle produced in 1938, its international breakthrough moment took place 20 years later following its arrival in the US market and the release of Think Small and Lemon, two DDB ads that immortalised the Beetle as a statement of modern design and popular culture.
DDB CD Rory McKechnie said: “In celebration of this rich legacy, Volkswagen and DDB NZ’s The Last Beetle campaign is here to pay homage to its lasting impact.
“The Last Beetle campaign removes the Beetle from all ads, letting the famous outline do the talking to show us all the hole that will be left behind in the world of motoring.”
McKechnie says they all felt a responsibility to make something special to say goodbye.
“The year Volkswagen arrived in America is the same year Doyle, Dane & Bernbach set up shop.”
“The Beetle has been the focal point of so many great pieces of work over the years which have become almost as famous as the product itself,” he said.
“It was important to us that we celebrate both the car and the creativity that has surrounded it for so many years.
“For anybody working in the DDB network, it also holds a special mystique. Not only have we shared a long and storied partnership, the year Volkswagen arrived in America is the same year Doyle, Dane and Bernbach set up shop.”
Volkswagen NZ marketing manager Sara Pastor Ruprichova says that they’re sad to see the Beetle go but ready for the next chapter of innovation for Volkswagen.
“We’ve had a great run with the Beetle, but all good things must come to an end,” she said.
“I think this campaign perfectly acknowledges our ability to create groundbreaking products that maintain their relevance and power through time.
“It’s been amazing to once again partner with DDB to give this icon the send-off it deserves.”
The Last Beetle will roll out in print, out of home, digital and social.
CREDITS
Client: Volkswagen New Zealand
Marketing Manager: Sara Pastor Ruprichova
Agency: DDB New Zealand
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Gary Steele
Creative Director: Rory McKechnie
Art Director: Jay Kim, Lily Macintosh, Zac Lancaster
Copywriter: Maisie D’Cruz, Sophia Cussell
Group Business Director: James Blair
Business Director: Anna Hall
Business Manager: Carman Kwan, Paris Reardon
Agency Producer: Julz Lane, Sheetal Pradhan
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