July 20 marked the 50th anniversary of one of humankind’s stunning achievements – the Apollo 11 moon landing.
To celebrate, and following the spots, “Hello Light” and “Something Big,” Volkswagen of America and New York-based agency Johannes Leonardo have created a thought-provoking tribute film titled “A New Mission.”
Featuring David Bowie’s 1969 demo version of the song Space Oddity, the new film looks lovingly back on the Volkswagen’s connection to the moon landing and then takes a step forward to its current focus on electric vehicles and going carbon neutral.
The focus then shifts to highlight Volkswagen’s mission to build towards a cleaner climate and electric future. Titles cite the company’s commitment by investing $50bn worldwide by 2023, introducing 70 new all-electric models by 2028 and investing $800m to expand its Tennessee plant to build electric vehicles, along with an ambitious effort to go carbon neutral by 2050.
Now’s your chance to people watch as they are hypnotized by the Apollo mission at store windows, public places and campsites invaded by VW vans. Watch the :60-second spot below:
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Jim Zabel, Senior Vice President of Marketing for Volkswagen of America, says in a statement, “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. 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.”
Additionally, the campaign includes a print advertisement celebrating the moon landing featuring the iconic Volkswagen Bus of the 1960s alongside the ID. Buzz Concept, which represents Volkswagen’s future electric fleet.
“Volkswagen has been part of some of America’s most indelible moments. The moon landing 50 years ago was one of them,” said 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.”
Client: Volkswagen of America
Agency: Johannes Leonardo
Source: The Drum