A year after officially announcing the end of its production, Volkswagen has produced a final tribute to the iconic Beetle. Taking the celebration of life to the world stage, the ‘People’s Car” is honoured in an animated short film entitled ‘The Last Mile’. It will debut during ‘Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2020’ on an American TV station.
The animated film details the story of a boy whose major life events—from childhood to elderly age—are shaped and influenced by the presence of a Beetle. Fans of the classic-bodied car may recognize details of past advertising campaigns as well as pop culture references such as cameos from Kevin Bacon’s character in ‘Footloose’ and artist Andy Warhol.
A rendition of ‘Let it Be’, the 1970 Beatles song, performed by the Pro Musica Youth Chorus serves as the soundtrack throughout the animation. The film ends with a not-so-subtle wink and nod to Volkswagen’s electrified future.
“The Beetle is easily one of the most recognizable cars in the history of automobiles,” said Saad Chehab, Senior Vice-President, VW brand Marketing. “Honouring it properly required a medium with just as much versatility and universal appeal as the car itself. While we chose the classic Beetle as the star of the animation, additional campaign components in Times Square honour the latter two generations of cars and their place and presence in American culture. We are proud of our past but our eye is on the future – hence our choice of New Year’s Eve to hint at our upcoming long-range EV and the 2020 Atlas Cross Sport.”
Complementing the film’s debut during New Year’s Eve festivities in the USA, Volkswagen will adorn New York City’s Times Square with a celebration of films, messages, and hints at its future brand design, including the more modern Volkswagen logo. Utilizing multiple billboards and digital spaces, the future of the brand’s Drive Bigger messaging and images of the 2020 Atlas Cross Sport will be on full display as the clock ticks down to 2020.
