Chinese actor and director takes the lead in new VW print and TVC work
DDB China Group has developed an inspiring new TV and print campaign for the new Volkswagen Passat 2013 edition featuring Jiang Wen, acclaimed actor, director and a key protagonist in the "sixth generation" of Chinese cinema that emerged in the 1990s.
The campaign idea aims to exemplify the car’s latest mute cabin technology, which works just like noise-canceling headphones, further reinforces its prestigious business sedan status.
The technology is brought to life though Jiang Wen’s belief that one can truly hear the world and acknowledge their own inner strength and substance when they are still and quiet. To find our inspiration and direction, Jiang Wen tells us we must take a step back from noise and clutter of the world.
Major Zhu, Strategic Planning Director DDB Shanghai says, “The thinking, understanding and appreciation of the new Passat is well illustrated through the words of Jiang Wen, a distinct positioning of inner strength and substance.”
“It’s a privilege to work on the business of such an ambitious and innovative brand as Shanghai Volkswagen,” said Gerald Hu, Senior Business Director and Major Zhu, Strategic Planning Director of DDB China Group.
“Shanghai Volkswagen gave us the freedom to create an idea that ensures the brand not only appeals to its target audience’s emotions and aspirations, but introduces new ways of thinking that influences and draws on life’s bigger picture.”
This is the second year Jiang Wen has acted as spokesperson and brand ambassador for the Volkswagen Passat. In 2011, the grand launch of Passat showcased Jiang Wen introducing the Passat as ‘King of the B-Class’ for the business automobile segment in China. The ad’s tagline ‘唯不凡之势，定世界之局’ meaning ‘Only with extraordinary power you can move the world’ embodies the brand’s personality and spirit of inherent German engineering sophistication and an icon of discerning taste and substance.
The new VW Passat 2013 TVC breaks on 26 November 2012 and is supported by striking print ads.
Campaign: Cocoon of Inspiration
Client: Shanghai Volkswagen
Creative Agency: DDB Group Shanghai, DDB China Group
Creative: Shih-Yen Lee, Adam Wang, Kevin Jiang, Michael Ma
Planning: Major Zhu
Account Management: Gerald Hu, Anthony Zhao, Rita Zhao