VW celebrates the retirement of the legendary Beetle, after 70 years, with an emotional animated film.
The 90-second spot, created in partnership with agency Johannes Leonardo and Nexus Studios’ Fx Goby, pays homage to the iconic vehicle, making reference to various moments and situations, such as the way the Beetle was a symbol of counter-culture status for Kevin Bacon’s character in the film Footloose, the ad series created by Andy Warhol in 1985 to celebrate the Beetle, and the way Andy Cohen, a Beetle enthusiast, posts with his Bug.
The commercial also shines a light on the automaker’s commitment to its next chapter. “Where one road ends, another begins. Drive bigger” onscreen lines read at the end of the spot.
Serving as soundtrack is The Beatles’ 1970 hit single “Let it Be,” performed by the Pro Musica Youth Chorus children’s choir.
In addition to television and OOH, the campaign also includes social media activity. The brand is using the hashtag #TheLastMile with influencers to ask people to highlight their favourite Beetle moments together on Instagram.