SAIC Volkswagen has launched a new film to unveil three new models, echoing with China’s 40th anniversary of its ‘reform and opening’ philosophy.
Created by Saatchi & Saatchi's Greater China team, the campaign - highlighting Phideon, Teramont, and Tiguan L - has captured the reformist and can-do spirit that has driven China’s unprecedented economic growth. according to a press release from the creative agency. Each car model has cruised around China’s prominent landmarks and cityscapes, including mountains and winding waterfront roads.
The creative idea echoed with China's president Xi Jingping's speech, which invoked his idea of cutting paths through mountains and building bridges across rivers as a figurative and literal analogy to describe the new economic growth of China.
The final film, including at 15, 30, and 60 second cuts, was launched on China’s CCTV. “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,” said Fan Ng, chief creative officer at Saatchi & Saatchi.