After that Super Bowl teaser, the 2012 Beetle finally breaks out of its shell in the US

IT is one of the most iconic cars of all time - and the vehicle for some of the most iconic advertising of all time - now the VW Beetle is making its mark yet again at the New York Auto Show

Hey, have you heard, Volkswagen has a new car . . . the Beetle! Following a "teaser" appearance in two commercials during the February US Super Bowl,US fans finally got the full-face version of the 2012 New Beetle at the New York Auto Show this week. There were also launches in Shanghai and Berlin.The Beetle Superbowl commercial showed a black beetle insect racing through a forest with the rock tune “Black Betty" playing. It ended with the beetle turning into a silhouette of the 2012 Beetle- but hidden in shadows.So here is what was the audience saw at at the New York show: Beginning this week, commercials will run on various US channels and networks in the coming months until the 2012 Beetle goes on sale in American dealer showrooms in the autumn. .When the 21st Century Beetle arrives in showrooms, “we will launch a campaign that will proudly and dramatically announce its arrival,” Tim Ellis, vice president for marketing at Volkswagen of America, said in a statement.“People are waiting for the car and the advertising. We don’t intend to disappoint them with typical car advertising.It will be iconic, proud, daring and above all, fun.” The ads in the United States for the original Beetle, created by the Doyle Dane Bernbach agency in New York, were widely praised as mould breakers. The campaign for the New Beetle in 1998, created by Arnold Communications in Boston, recalled many elements of the DDB campaign. No word yet on what the new campaign will look like.The agency for Volkswagen of America is Deutsch L.A., of Playa del Rey, California , part of the Interpublic Group of Companies. Deutsch L.A. created the Super Bowl ads .The car will be available in the UK in early 2012. Worldwide 21.5 million have been sold since its 1938 launch in Germany

Search The Drum Jobs

Explore the best jobs in Marketing and Media industries
View all open jobs