Look, here’s another ad attaching itself to the moon landing anniversary.
But this one is a lot more than borrowed interest.
Johannes Leonardo and Volkswagen of America have used the moon landing which united the world on July 16, 1969, to unite people again in environmental awareness. To do that, the partners created a montage of footage of people throughout the world watching the moon landing in 1969 to illustrate this simple message, “In 1969 the world united behind a mission. Now we have a new one,” plus this:
Adding a truckload of emotion is one of David Bowie’s song, Space Oddity, which also launched in 1969.
“Volkswagen has been part of some of America’s most indelible moments. The moon landing 50 years ago was one of them,” stated Leo Premutico, co-founder and chief creative officer of Johannes Leonardo.
“With A New Mission we’re tapping into those historic minutes when man touched down on the moon in order to remind the world of what we’re capable of when we all focus on one goal and also declare humankind’s new mission – protecting the only home we currently know.”
Supporting the campaign film is a print ad that features the famous Volkswagen Bus of the 1960s beside the ID. Buzz Concept vehicle, which represents Volkswagen’s future electric fleet and the goal of becoming carbon neutral globally by 2050, plus digital and social elements.
“As the world’s largest automaker, we have a responsibility to lead by example and through the ‘Drive Bigger’ platform, look at this cultural achievement of putting a man on the moon through a new lens,” noted Jim Zabel, senior vice president of marketing for Volkswagen of America.
“As we take the substantial steps toward our goal of going carbon neutral globally by 2050, and Volkswagen’s role in ushering in a new era of electric driving, we invite all to join us to a reinvigorated focus on our planet.”
The campaign follows the launch spot for VW’s Drive Bigger vision, which is built around environmental responsibility and aimed, no doubt, to eradicate the vestiges of its emissions debacle.