Beijing: DDB Guoan has partnered with award-winning Chinese director Lu Chuan in a groundbreaking campaign for the launch of Volkswagen’s flagship model, the New Touareg. The campaign consists of a dramatic and exciting TV commercial and a short brand feature film created by DDB Guoan that takes place in the wild and remote landscapes of Xinjiang.
Lu Chuan, considered one of the film industry’s leading talents in China, has directed an inspiring and adventurous 15-minute film to be released in three five-minute parts in the build-up to the New Touareg’s launch on November 17. The film, A Journey Beyond, is about the adventures of a Beijing photographer and his Touareg to the remotest parts of Xinjiang, following his journey through stunning landscapes and encounters with the native Kazakh people and their unique culture.
“We wanted to create a story that captured the adventurous spirit and demonstrated the outstanding abilities and comfort levels of the New Touareg,” mentioned Andy Hepburn, Group Creative Director, DDB Guoan. “So we appealed to our director Lu Chuan to go beyond filming a TV spot and create a wider, more thematic story. It has been a real privilege to work with him in the amazing landscapes of Xinjiang to create a unique brand concept for the Touareg.”
A 30-second and 60-second TVC will feature the New Touareg’s exceptional off-road abilities in an exciting race with nomadic horsemen through a spectacular landform known as the Ghost City. In addition, the campaign will consist of outdoor billboards, online and print advertising.
“My story explores how rewarding it can be to discover and understand different cultures,” said Lu Chuan. “It was important for me to bring this incredible vehicle [to Xinjiang] to tell a positive story. As a native of Xinjiang, I wanted to dedicate this movie to my homeland.”
Melissa Bell, Marketing Director for the Volkswagen Import Company, was delighted with the results. “The New Touareg is all about leadership, so it was important for us to create something truly different for the launch. We’re very happy to be able to work with Lu Chuan in the amazing landscapes of Xinjiang to create this unique branded entertainment for Volkswagen.”