Volkswagen really went through with it. A year after officially announcing the end of its iconic Beetle production, Volkswagen has produced a final tribute to the tiny bug for auld lang syne.
And it’s our first “Reel Ad of the Week” for the decade.
Taking the celebration of life to the world stage, the “people’s car” was honored in an animated short film titled “The Last Mile,” to debut during Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2020 on ABC.
Produced with New York-based agency Johannes Leonardo, the animated film details the story of a boy whose major life events—from childhood to elderly age—are shaped and influenced by the presence of a Volkswagen Beetle.
Fans of the classic bodied car may recognize details of past advertising campaigns as well as pop culture references such as cameos from Kevin Bacon’s character in Footloose and artist Andy Warhol.
There’s no more fitting of a send-off soundtrack than the tear-jerking rendition of The Beatle’s Let it Be performed by the Pro Musica Youth Choir. Watch below:
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“The Beetle is easily one of the most recognizable cars in the history of automobiles,” said Saad Chehab, senior vice president, VW brand marketing. “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.”
Complementing the film’s debut during New Year’s Eve festivities, Volkswagen will adorn New York City’s Times Square with a celebration of films, messages, and hints at its future brand design, including a more modern Volkswagen logo.
According to LBB Online, the team at LA-based Nexus Studios took the decision to animate the film in live action to give it its whimsical feel, somewhat akin to an old postcard beefed up with modern design. The colour palette used is meant to reflect common colors featured in VW models over the year.
Utilizing multiple billboards and digital spaces, the future of the brand’s Drive Bigger messaging and images of the 2020 Atlas Cross Sport will be on full display as the clock ticks down to the new year. A social media campaign, focusing largely on fan-sourced content, will also play out on @VW social media channels.
“The Last Mile” is not just a goodbye for Volkswagen, it’s one for everybody to bid farewell to the world’s most popular and significant car that became an integral part of our culture. And that’s why it’s our first “Reel Ad of the Week” for the decade.
CREDITS:
- CLIENT: Volkswagen
- CEO: Scott Keogh
- SVP, MARKETING: Saad Chehab
- SENIOR DIRECTOR, STRATEGY & COMMS: Greg Tebbutt
- DIRECTOR, BRAND & MARKETING COMMS: Jennifer Clayton
- MANAGER, ADVERTISING: Jeffrey Sayen
- SPECIALIST, BRAND ADVERTISING: Ladan Rafei
- AGENCY: Johannes Leonardo
- CHIEF CREATIVE OFFICER: Jan Jacobs
- CHIEF CREATIVE OFFICER: Leo Premutico
- EXECUTIVE CREATIVE DIRECTOR: Jimm Lasser
- CD / ART DIRECTOR: Laura Longstaff
- ART DIRECTOR: Chris Luu
- COPYWRITER: Brandon Holliday
- DESIGN DIRECTOR: Charles Watlington
- JUNIOR CREATIVE: Austin Haas
- SR. PROJECT MANAGER: Loren Lee
- HEAD OF INTEGRATED PRODUCTION: Maria Perez
- GROUP EXECUTIVE PRODUCER: Benton Roman
- EXECUTIVE PRODUCER: Rebecca O’Neill
- SENIOR BUSINESS AFFAIRS MANAGER: Cindy Gines
- BUSINESS AFFAIRS MANAGER: Joe Bringuier
- BUSINESS LEAD: Ben Muldrew
- MANAGEMENT SUPERVISOR: Mal Gretz
- ACCOUNT EXECUTIVE: Stephanie Loucas
- GROUP STRATEGY DIRECTOR: Mary Bakarich
- HEAD OF COMMUNICATIONS STRATEGY: Meg Piro
- SENIOR COMMS STRATEGIST: Erinn Morrison
- PRODUCTION COMPANY: Nexus Studios
- DIRECTOR: Fx Goby
- EXECUTIVE CREATIVE DIRECTOR: Chris O’Reilly
- EXECUTIVE PRODUCER: Juliet Tierney
- SENIOR PRODUCER: Cindy Burnay
- LINE PRODUCER: Rebecca Archer
- PRODUCTION ASSISTANTS: Hannah McCarthy, Beatriz Honório
- ART DIRECTOR: Manshen Lo
- DESIGN: Pierre Rougemont, Fanny Hagdahl Sörebo, Signe Cold
- STORYBOARDS: Louis Kynd
- 3D: Antonin Derory, Lea Arachtingi
- ANIMATION SUPERVISOR: Michal Firkowski
- ANIMATION LEAD: Diego Porral
- ANIMATION: Alex Bernas, Alex Potts, Alex Dray, Emma Wakely, Flora Caulton, Guillaume Pochez, Iris Abols, Nelly Michenaud, Sim Marriott
- COMPOSITE: Bethany Levy, Dylan White, Elliot Kajdan , Leo Bubani, Paul Rice
- URUGUAY SERVICE COMPANY: La Productora
- EXECUTIVE PRODUCER: James Lloyd
- LINE PRODUCER: Diego Gregorio
- DIRECTOR OF PHOTOGRAPHY: Fernando Lorenzale
- ASSISTANT DIRECTOR: Carlos Hoffman
- ART DIRECTOR: Cecilia Guerriero
- COSTUME STYLIST: Mercedes Kicelian
- EDITOR: Pablo Riera
- EDIT: Nexus Studios
- Editors: Thomas Heleta, Dave Slade, Joe Eckworth
- MUSIC: Human Music & Sound Design
- ARRANGEMENT: Justin Hori
- CREATIVE LEAD: Justin Hori and Andrew Bloch
- EXECUTIVE PRODUCER: James Dean Wells
- CHOIR: Pro Musica Youth Chorus
- MIX AND SOUND DESIGN: Sonic Union
- SOUND DESIGNER & MIX ENGINEER: Steve Rosen
- PRODUCER: Pat Sullivan
- STUDIO DIRECTOR: Justine Cortale
- MUSIC SUPERVISION: Groove Guild
- MUSIS SUPERVISOR: Al Risi
SOURCE: Volkswagen
Contact West Coast Editor Colin Costello at colin@reel360.com
