Volkswagen thinks big for Touareg launch

DDB Guoan has launched a branded feature film for Volkswagen’s Touareg model ahead of its release later this month.

DDB Guoan partnered with one of China’s leading directors Lu Chuan to create a 15-minute film to be released in three five-minute parts in the build-up to the Touareg’s launch on 17 November.

The campaign consists of 30 and 60 second TV executions, plus three five minute online teasers shot in the autonomous region of Xinjiang.

The campaign consists of a dramatic and exciting TV commercial and a short brand feature film created by DDB Guoan that takes place in the wild and remote landscapes of Xinjiang.

Lu Chuan, considered one of the film industry’s leading talents in China, has directed an inspiring and adventurous 15-minute film to be released in three five-minute parts in the build-up to the New Touareg’s launch on 23 November.

Melissa Bell, marketing director for the Volkswagen Import Company, said it was important to create something truly different for the launch.

“We’re very happy to be able to work with Lu Chuan in the amazing landscapes of Xinjiang to create this unique branded entertainment for Volkswagen,” she said.

The film, titled A Journey Beyond, is about the adventures of a Beijing photographer and his Touareg to the remotest parts of Xinjiang.

Andy Hepburn, group creative director at DDB Guoan, said the agency wanted to create a story that captured the adventurous spirit and abilities and of the Touareg,

“So we appealed to our director Lu Chuan to go beyond filming a TV spot and create a wider, more thematic story.”

The TV and online launches will be supported by OOH, and print advertising.

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