Volkswagen of America, Inc.

New Beetle

Besides re-launching one of the most beloved brands in automotive history, Arnold Communications also had to make sure the New Beetle campaign served as a "Magnet for the Volkswagen Brand," VW wanted to leverage interest and awareness by tapping into the rich emotional heritage of the car.

Results: New Beetle sales 30% over goal and Volkswagen sales 22% over.

Arnold Communications, Inc.,
Boston, MA
Creative Directors:    Ron Lawner, Alan Pafenbach, Lance Jensen
Art Director:             Lance Paull
Copywriters:            Lance Jensen, David Weist, Dana Satterwhite
Photographer/Illustrator:    Bill Cash