“The Volkswagen Beetle has finally completed its road trip.
“After 80 years of production in Germany, Belgium, Venezuela, South Africa, and about a dozen other countries, the last ‘Bug’ rolled off the factory line in Puebla, Mexico this week.
“The car’s journey to the Puebla Automotive Museum marked the final pit-stop for a vehicle that’s been a symbol of freedom, fun, and counter-cultural cool since it first rolled onto US shores in 1949—despite its Nazi Germany roots.” [Fortune, July 13 2019]
The first Beetle was first produced in 1938 but only took off internationally twenty years later when it arrived in the US and DDB launched two print ads, Think Small and Lemon.
It is time for Volkswagen New Zealand to say farewell to the Beetle. And DDB NZ is giving the Beetle a fitting farewell with a campaign that ceremoniously removes the Beetle from all ads, to show the hole in motoring that will now be left behind.
Rory McKechnie, creative director at DDB NZ, commented, “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. 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 New Zealand marketing manager, Sara Pastor Ruprichova, added, “We’ve had a great run with the Beetle, but all good things must come to an end. I think this campaign perfectly acknowledges our ability to create ground-breaking products that maintain their relevance and power through time,” says Sara. “It’s been amazing to once again partner with DDB to give this icon the send-off it deserves.”
The campaign, The Last Beetle, is running in print, out of home, digital and social.
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
Copywriters: Maisie D’Cruz & Sophia Cussell
Group Business Director: James Blair
Business Director: Anna Hall
Business Managers: Carman Kwan & Paris Reardon
Producers: Julz Lane & Sheetal Pradhan
Client: Volkswagen New Zealand
Marketing Manager: Sara Pastor Ruprichova