Beetle: Senior Rebels

Volkswagen Group China has launched a striking new TV and print campaign for the flagship new model of the Volkswagen Beetle. The campaign with the strap line ‘Fun. Don’t leave it too late,’ builds upon the brand’s characteristics of being a more powerful, more dynamic and more masculine Beetle. Appealing to a younger, cooler audience split of both men and women, where its predecessor was largely perceived as a girl’s car. The striking TV ad is directed by The Sweet Shop's Steve Ayson. Developed by DDB Guoan Group (part of DDB China Group), the ad features old people desperately trying to recapture the spirit of youth as they try out skateboarding, spraying graffiti, raving and series of other activities, which are clearly beyond their physical abilities. The campaign is designed to create and strike a chord to the target audience by appealing to the fun and dynamic side of things, not leaving it too late to enjoy life with the new Beetle.