The campaign positions the new model as a sportier, more masculine reincarnation of the original.
The TV and cinema launch spot opens with a variety of vignettes showing the original Beetle as a friend and workhorse to its owners. A title then appears that reads "They say if you are good in one life, you are rewarded in the next", before revealing the new car.
The film is supported by the press and outdoor executions "it’s back", "flower power’ and "déjà vw".
The TV work was written by Andy McAnaney and art directed by Christian Sewell. It was directed by Ivan Zacharias through Stink.