ID Comms

DDB targets China’s ‘senior rebels’ for VW Beetle

China has lots of old people (and lots of people all ages of course) so it’s a reasonable if unconventional tactic to target these senior citizens or ‘senior rebels’ as this new ad from DDB Guon China for Volkswagen sets out to do.

That they should all flood into the streets in excitement at the prospect of a new VW Beetle is a touch implausible but the ad works well enough.

I believe DDB CCO Amir Kassaei, the man who accused WPP agencies of conspiring against his agency at Cannes earlier this year, has taken himself off to run his empire from China. So this is presumably one of the first fruits of his labour.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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