Filed under: Etc., Marketing/Advertising, Humor
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What do sharks and the Volkswagen Beetle have in common? No, this isn’t a joke. We can’t really come up with any uncontrived correlations, but that isn’t stopping VW from being the title sponsor of Discovery Channel’s 25th annual Shark Week.
But, apparently, VW and Discovery also had some difficulty relating a small, German hatchback to a large, voracious, man-eating fish.
“When Volkswagen approached us asking, what’s the next big thing we have going on this year that they can align with, Shark Week was a natural choice,” said Scott Felenstein, SVP-ad sales, Discovery Channel in a story on AdAge.com. “Shark Week is Discovery’s Super Bowl.”
“The biggest task for us was how to integrate VW and Shark Week without it just being tacked on,” said Scott Clark in the same story. He’s one of the creative directors for the project at Interpublic Group’s Deutsch. “We tried to find the similarities between sharks and the Beetle, but there weren’t a lot. Instead we took the fun and playfulness of the Beetle on land and brought it under water.”
So how do you work Beetle into Shark Week? With a wireframe Beetle shark cage, of course!
“We wanted the integration to be authentic and fit naturally with the Volkswagen brand, imprinting our signature style on Shark Week,” said Justin Osborne, general manager, marketing communications, Volkswagen of America, Inc. “The Beetle shark cage plays on the silhouettes of two of the most iconic images, the shark fin and the Volkswagen Beetle.”
VW’s press release says the “Volkswagen Beetle Shark Observation Cage” will “put viewers in the driver’s seat as it cruises along the ocean floor.”
Check out the full press release and video below.Continue reading Volkswagen building Beetle Shark Cage in honor of Shark Week [w/video]
Volkswagen building Beetle Shark Cage in honor of Shark Week [w/video] originally appeared on Autoblog on Fri, 27 Jul 2012 12:14:00 EST. Please see our terms for use of feeds.
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