BMP DDB is launching a national press and poster campaign to
promote the new Volkswagen Beetle.
The work, which breaks on 30 July, capitalises on the car’s fun image
and aims to highlight its more serious engineering credentials.
The campaign comprises four executions, all of which use a cut-out in
the shape of the Beetle to demonstrate the contrast between its quirky
exterior and its competitive interior.
One execution shows a Desperate Dan cartoon on the outside cut away to
show a serious newspaper article underneath.
Another execution illustrates polka-dot fur material on the outside with
a grey pinstripe underneath.
All the ads feature the strapline: ’The new Beetle. Fun on the outside,
The work will run in style and motoring press, supplements and on
Adam Tucker, a copywriter at BMP, said: ’You couldn’t do ads like this
with any other car. The shape of the new Beetle is so unique and easily
identifiable that it allowed us to do something very simple, striking
The campaign was written by Adam Tucker and art directed by Justin
Tindall. Photography was by James Day.
The work will be supported by ambient media in pubs and clubs.
Media planning and buying is through MediaCom TMB.