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BMP DDB is launching a national press and poster campaign to

promote the new Volkswagen Beetle.

The work, which breaks on 30 July, capitalises on the car’s fun image

and aims to highlight its more serious engineering credentials.

The campaign comprises four executions, all of which use a cut-out in

the shape of the Beetle to demonstrate the contrast between its quirky

exterior and its competitive interior.

One execution shows a Desperate Dan cartoon on the outside cut away to

show a serious newspaper article underneath.

Another execution illustrates polka-dot fur material on the outside with

a grey pinstripe underneath.

All the ads feature the strapline: ’The new Beetle. Fun on the outside,

serious underneath.’

The work will run in style and motoring press, supplements and on

posters.

Adam Tucker, a copywriter at BMP, said: ’You couldn’t do ads like this

with any other car. The shape of the new Beetle is so unique and easily

identifiable that it allowed us to do something very simple, striking

and graphic.’

The campaign was written by Adam Tucker and art directed by Justin

Tindall. Photography was by James Day.

The work will be supported by ambient media in pubs and clubs.

Media planning and buying is through MediaCom TMB.