Working on the Volkswagen New Beetle launch in 1997 was a special project.
The original Beetle was named the Type 1. When It arrived from Germany in the the US in 1949, it was the Americans that said that the car looked like a "Bug" and people began calling it the "VW Bug". The Beetle became an icon of American culture in the 60s. And, there were famous advertising campaigns by DDB that were icons themselves.
The New Beetle launch campaign shared a simple, emotional, friendly and approachable tone that resonated across generations.
1999 Gold Effie: "The New Beetle"