Challenge:

VW wanted to tease the completely redesigned Beetle. And despite A LOT of speculation online, all anyone knew of the design was its silhouette. So, how do you tease the launch of a car you can’t show?

Solution (TV):

We created a hyper-realistic animated bug, er beetle, that utilized the silhouette and set it loose on a speed-filled tour of a lush jungle. Acclaimed director Dante Ariola and the Mill in London brought the story to life, with Jon Spencer Blues Explosion producing a cover of the song “Black Betty.” Eight grueling weeks later, the spot debuted on the Super Bowl.

Results:

The spot placed #4 on Sands Research Annual Super Bowl Ad Neuro Engagement ranking and was rated #12 on the USA Today AdMeter.