SAIC Volkswagen has launched a new film to unveil three new models, echoing withÂ Chinaâs 40th anniversary of its âreform and openingâ philosophy.Â
Created by Saatchi & Saatchi’s Greater China team, the campaign –Â highlightingÂ Phideon, Teramont, and Tiguan L –Â has captured the reformist and can-do spirit that has driven Chinaâs unprecedented economic growth. according to a press release from the creative agency. Each car model has cruised around Chinaâs prominent landmarks and cityscapes, including mountains andÂ 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. Â
The final film, including at 15, 30, and 60 second cuts, was launched on Chinaâs CCTV. âThe purpose of this campaign is to align SAIC Shanghai Volkswagenâs brand image with the prestige and power of Chinaâs own economic growth. The timing for release with the 40-year anniversary of the âopening up and reformâ policy couldnât be more perfect,â said Fan Ng, chief creative officer at Saatchi & Saatchi.