From the invention of the wheel to electric vehicles accessible to everyone, Volkswagen's advertising campaign traces the progress of mankind in the field of transportation.
The German automaker has unveiled a new advertising campaign designed by agency Johannes Leonardo called The Wheel. It was centered on a 90-second commercial exploring the evolution of one of humanity's most important inventions.
Viewers see the entire history of the wheel, from the concept itself to its use in carts, bicycles, trains, and then cars. At the same time, a variety of devices for displaying images are also demonstrated - from primitive phenakistiscopes to modern cinema - which emphasizes the idea of the evolution and growth of human skill.
And the promotional video, filmed in a sophisticated cinematic style, culminates in the introduction of the first electric car. Volkswagen, which will be presented in the spring of 2021. Before the very end of the video, a new ID.4 electric SUV appears before the viewer. At the same time, a new slogan is being demonstrated - "History is made when it is made for everyone."
The main idea of the advertising campaign was that although Volkswagen is not the creator of the first electric car, it is this manufacturer that will be able to use its new model to make such a vehicle mass. It is implied that this is a kind of mission of the company.
Last but not least, this will be possible, according to the brand, due to not too high price for a new electric car. The cost of $40,000 is quite affordable for any average consumer.
The new video premiered on January 8 during a National Football League game and will also air on TV and social media. Thus, potential buyers have several months to think about purchasing a new car and plan test drives.