Few cars can live up to the cult status of the Volkswagen Beetle, but as all things must come to an end, the Germans announced the end of production of the iconic nameplate last year.
During this time, they celebrated it on multiple occasions, and the latest way of paying tribute to ‘the people’s car’ is through an animated short film titled ‘The Last Mile’ that will debut during ‘Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2020’ on ABC.
Made with the help of the Johannes Leonardo agency and with the soundtrack performed by the Pro Musica Youth Chorus, it portrays the story of a Beetle enthusiast, from childhood to elderly age, whose life was influenced by the presence of the Bug. The film features pop culture references and cameos from Andy Warhol and Kevin Bacon’s character in ‘Footloose’ and has details inspired by past advertising campaigns.
“The Beetle is easily one of the most recognizable cars in the history of automobiles”, said VW brand marketing senior vice president, Saad Chehab. “Honoring it properly required a medium with just as much versatility and universal appeal as the car itself. While we chose the classic Beetle as the star of the animation, additional campaign components in Times Square honor the latter two generations of cars and their place and presence in American culture. We are proud of our past, but our eye is on the future – hence our choice of New Year’s Eve to hint at our upcoming long-range EV and the 2020 Atlas Cross Sport.”
VW will be utilizing billboards and digital spaces to hint at its future design language, including the new logo, during the New Year’s Eve festivities in New York City’s Times Square, where they will display different films and messages.
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