Senior Rebels by DDB Guangzhou, The Sweet Shop for Volkswagen

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Senior Rebels

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Industry Cars
Media Film
Market China
Agency DDB Guangzhou
Agency The Sweet Shop
Director Steve Ayson
Executive Creative Director Stephen Mui, Greg Bray, Jeremy Craigen
Art Director David Mackersey
Copywriter Jonathan John
Producer Maricel Ticar Santos
Editor Pete Sciberras
Released October 2012

Awards

Epica Awards 2013
Film Automobiles SILVER

Credits & Description

Volkswagen Group China has launched a striking new TV and print campaign for the flagship new model of the Volkswagen Beetle. The campaign with the strap line âFun. Donât leave it too late,â builds upon the brandâs characteristics of being a more powerful, more dynamic and more masculine Beetle. Appealing to a younger, cooler audience split of both men and women, where its predecessor was largely perceived as a girlâs car. The striking TV ad is directed by The Sweet Shop's Steve Ayson. Developed by DDB Guoan Group (part of DDB China Group), the ad features old people desperately trying to recapture the spirit of youth as they try out skateboarding, spraying graffiti, raving and series of other activities, which are clearly beyond their physical abilities. The campaign is designed to create and strike a chord to the target audience by appealing to the fun and dynamic side of things, not leaving it too late to enjoy life with the new Beetle.
Category: Automotive
Client: Volkswagen
Agency: DDB Guoan, Beijing
Production: The Sweet Shop
Country: China
Director: Steve Ayson
Executive Creative Director: Jeremy Craigen
Executive Creative Director: Greg Bray
Executive Creative Director: Stephen Mui
Art Director: david mackersey
Copywriter: Jonathan John
Producer: Maricel Ticar Santos
Executive Producer: Claire Davidson
Sound Design: Nelson Can
Agency Executive Producer: Christine Kastens
DoP: Antonio Paladino
Editing Company: Method Studios
Post production: SFG - TECHNICOLOR
Editor: Pete Sciberras