After more than eight decades as one of the most iconic cars ever built, Volkswagen is saying goodbye to the Beetle, and it’s doing so with a touching, animated look back that includes fans both past and present.
‘The Last Mile’ is an integrated campaign that says farewell to the iconic Volkswagen Bug with the help from some famous friends. The campaign is anchored by a 90-second animated film that is set to Let it Be by the Beatles, as sung by the Pro Musica Youth Chorus.
The likenesses of Andy Warhol (who painted a tribute to the simple car), current fan Andy Cohen and Kevin Bacon (who famously drove the car in Footloose) are featured in the film, as well as some additional Easter eggs, including globetrotters, protesters and others, all of whom have been impacted by the Beetle in some way. All are part of a large group that waves goodbye to the car as it takes its final journey.
‘The Last Mile,’ created by Johannes Leonardo, lets fans bid farewell to the world’s most popular and significant car and signifies Volkswagen’s commitment to its next chapter, where the automaker looks to go carbon neutral by 2050.
A social component to the campaign, called #TheLastMile, will ask key Beetle influencers to share their stories of the car. Cohen kicked it off with a paid social post.
In addition to the film, VW will be taking over Times Square in New York on New Year’s Eve. The film will be airing on ABC and CNN on New Year’s Eve and on New Year’s Day during big football games like the Sugar Bowl and Rose Bowl.
source: https://www.thedrum.com/
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