China’s breathtaking and diverse scenery is on display in a campaign by SAIC Shanghai Volkswagen.
The campaign announces the launch of three VW models: Phideon, Teramont, and Tiguan L, by showcasing the vehicles as they travel through China’s picturesque deserts, mountains and cities.
The campaign, which coincides with the 40th anniversary of China’s ‘reform and opening’ philosophy, aims to showcase the car’s features while highlighting China’s growth as a nation. The creative parallels the new models with the enterprising spirit which has driven China’s economic growth by depicting the cars cutting through mountains and deserts.
The creative idea echoes a speech by Chinese President Xi Jinping, which invoked the idea of cutting paths through mountains and building bridges across rivers as an analogy to describe China’s economic strength.
The campaign, which was created by Saatchi & Saatchi, launched with TV advertising on China’s CCTV.
Saatchi & Saatchi chief creative officer Fan Ng said: “The purpose of this campaign is to align SAIC Shanghai Volkswagen’s brand image with the prestige and power of China’s own economic growth. The timing for release with the 40-year anniversary of the ‘opening up and reform’ policy couldn’t be more perfect. The final result is something we can all be proud of”.
: 'SAIC Volkswagen Campaign'