VOLKSWAGEN | Launch II | 1988

Whatever It Was, Cannes Recognized It in 1988 / Volkswagen "Launch II"

In 1988, this film won the Grand Prix at Cannes. It came from the golden pairing of VW and DDB, but honestly, I barely know any details about it myself.

The problem

In 1988, VW unveiled the third-generation Passat, the B3. It launched in Europe in March. That year also marked a big shift in design, moving away from the boxy bodywork of earlier models to a new, rounded shape. "Launch II" was made by the UK office of DDB Needham Worldwide, produced by Paul Weiland Film Company, and directed by David Garfath.

What happened

It won the Film Grand Prix at Cannes Lions. This was VW's second Film Grand Prix, following their first in 1970.

Afterthought

Sorry for the thin details on this one. But I think it's worth watching just to see what kind of film DDB Needham and VW used to win at Cannes back in 1988. The mood of that era, the craft of that era, the "right answer" of that era—it should all be right there in the footage.

Awards

Cannes Lions Grand Prix 1988

Three more the bear picked for you

The Mystery Behind the Name "Beetle Killer" / VOLKSWAGEN "KAFERKILLER"

▶

VOLKSWAGEN | KAFERKILLER | 1970

The Mystery Behind the Name "Beetle Killer" / VOLKSWAGEN "KAFERKILLER"

This is VW's piece that won the Grand Prix at Cannes Lions in 1970. The title is "KAFERKILLER." Käfer is German for beetle, meaning the Beetle. Killer means, well, killer. I've always been curious what an ad looked like where VW declared it was "killing" its own icon.

In 1960, a Battle Called the Olympics / CHEVROLET "CORVAIR OLYMPICS"

▶

CHEVROLET | CORVAIR OLYMPICS | 1960

In 1960, a Battle Called the Olympics / CHEVROLET "CORVAIR OLYMPICS"

In 1960, Chevrolet was the challenger. Into a compact car market dominated by the Volkswagen Beetle, they threw a punch with the Corvair's revolutionary rear-engine, air-cooled design. The launch campaign was named "OLYMPICS," and it reportedly won a Grand Prix.

"You can give the car back" became a promise of trust / HYUNDAI "ASSURANCE"

▶

HYUNDAI | ASSURANCE | 2009

"You can give the car back" became a promise of trust / HYUNDAI "ASSURANCE"

It was 2009, right after the Lehman shock. In a time when nobody was buying cars, Hyundai said something strange: "If you lose your job within a year, you can give this car back." It was a promise nobody in the industry had ever made.