Saatchi & Saatchi creates new ad for Volkswagen representing Chinese ‘power’

Three models from Volkswagen — Phideon, Teramont and Tiguan L — all feature in a new film created by Saatchi & Saatchi Greater China, slated to run on national television across China.

The film sees the cars racing against backdrops including jagged mountains, winding waterfront roads and China’s cityscapes.

While the agency claimed the film is “a parallel to China’s ‘reform and opening’ philosophy”, it should be noted that China is still a country with widespread internet censorship and where dissent is frequently suppressed.

Speaking about the film, 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.”


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