Volkswagen says goodbye to the iconic Beetle | Pierse Motors

Volkswagen is saying goodbye to the Beetle, which ended production this year, in a new and emotional campaign called “The Last Mile....

The campaign which was launched this week, includes an animated film scored with a cover of The Beatles’ “Let It Be” from the Pro Musica Youth Chorus children’s choir and out-of-home digital billboards in Times Square in New York.

The video spot includes animated cameos from people including Andy Warhol, who created pieces featuring the Beetle, and Kevin Bacon, whose “Footloose” character drove a Beetle. The ad ends with the car taking flight as a bug with the words, “Where one road ends, another begins.”

“This animated film pays homage to the imprint this car has made as we make way for an exciting future of electric mobility for the masses,” Johannes Leonardo Chief Creative Officer Leo Premutico said in an email to CNBC.

“When creating the campaign, it was very intentional that we didn’t put any one person or moment on a pedestal. The Volkswagen Beetle was the great equalizer for society and culture at large. This isn’t one person’s goodbye or a company’s, it’s everyone’s goodbye.”

The campaign will also include an influencer element, with users posting moments with Beetles on Facebook.

source: CNBC


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