SAIC Volkswagen has launched a new film to unveil three new models, echoing with¬†China‚Äôs 40th anniversary of its ‚Äėreform and opening‚Äô 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‚Äôs unprecedented economic growth. according to a press release from the creative agency. Each car model has cruised around China‚Äôs 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‚Äôs CCTV. ‚ÄúThe purpose of this campaign is to align SAIC Shanghai Volkswagen‚Äôs brand image with the prestige and power of China‚Äôs own economic growth. The timing for release with the 40-year anniversary of the ‚Äėopening up and reform‚Äô policy couldn‚Äôt be more perfect,‚ÄĚ said Fan Ng, chief creative officer at Saatchi & Saatchi.