19 April 2011 - 2:14pm | posted by | 0 comments

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

 

 

 

Don't miss out... Get your Advertising news by email

See all specialist newsletters

32 related companies from Profile Hub, The Drum's modern marketing directory:

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

BWP gets colourful with K3

18/09/2014
K3 approached BWP Group to help them design and build a...

dlc - Responsive website

17/09/2014
dlc is the UK’s leading, independent debt recovery firm,...

Ecommerce Solution for B2B and B2C Retailer

16/09/2014
Talking Tables provides high quality party decorations for...

Peak Scientific Innovation - Brand Communications for US Market

16/09/2014
Peak Scientific is a leading Scottish gas generator...

Messages in the Deep

16/09/2014
“Messages in the Deep” tells the remarkable tale of the...