SAIC Shanghai Volkswagen announces the release of three models, Phideon, Teramont, and Tiguan L, through a recent campaign created by Saatchi & Saatchi, Greater China team. The striking film takes viewers from jagged mountains, to winding water-front roads, and finally China’s iconic cityscapes. The campaign’s imagery is not only representative of the unique characteristics of each car model but also highlights China’s beauty and the country’s tremendous growth over the last decades.
The concept behind the campaign parallels with China’s 40th anniversary of its ‘reform and opening’ philosophy. Saatchi & Saatchi captures the reformist and can-do spirit that has driven China’s unprecedented economic growth, demonstrated by each sleek car model cruising, cutting, and curving around China’s prominent landmarks and cityscapes. As quoted by current President Xi Jingping in a speech last year given in Xiamen, he also invokes this idea of cutting paths through mountains and building bridges across rivers as a figurative and literal analogy that can aptly describe the new economic strength of China. It is this entrepreneurial, stop-at-nothing spirit that both the SAIC Volkswagen and Saatchi & Saatchi team called on to demonstrate the prestige and value of these three latest car model releases.
The final film, which includes at 15, 30, and 60 second cuts, debuted nation-wide on Chinese CCTV, Monday 21st, October. Saatchi & Saatchi Chief Creative Officer Fan Ng said, “The purpose of this campaign is to align SAIC Shanghai Volkswagen’s brand image with the prestige and power of China’s own economic growth. The timing for release with the 40-year anniversary of the ‘opening up and reform’ policy couldn’t be more perfect. The final result is something we can all be proud of”.
