Leaning Into The Two-Tone Paint Job
Inspired by the original Volkswagen Bus, the automaker’s ID.Buzz reboot has been modernized as an electric vehicle. To support the reveal, creative agency Johannes Leonardo is debuting a media campaign to extend beyond the event itself, from OOH billboards along major bus routes in LA and New York to social and digital. “The idea was simple,” said Jonathan Santana, group creative director, Johannes Leonardo. “When looking at the original Bus compared to the new one, we realized what made it unique in the ’60s was exactly what makes it unique today: its iconic two-tone paint job. So, that’s what we leaned into. That, and reprising the simple witty tone of voice and copywriting style synonymous with the brand.” The agency started a week before the launch, with a nationwide teaser highlighting all the colors the ID.Buzz has to offer. And then they turned those teasers into witty reminiscent Volkswagen ads. “Volkswagen ads have long been a hallmark of great advertising and those classic visuals of a Volkswagen Beetle on a clean white page are undeniable,” adds Santana.
