Volkswagen creates campaign for the Asian market with the support of Venezuelan and US talent

Angel Gracia, director represented by Believe Media in the US; and Tim Paradise, creative director at BBDO for Beijing, talked to PRODU with regard to the online campaign called Volkswagen Acceleration. An advertising proposal aimed especially to the Asian market in general.The interesting thing about this project is that it was conceived by a mix of cultures. Paradise is an American residing in Beijing; and Grace is born in Venezuela and currently lives in Los Angeles.The process for developing the concept of Acceleration was apparently quite simple, as the developers were based on the advantages of TSI engine. Actually, this is easy for some but not for others.Acceleration, fuel efficiency and easy deployment were the three elements to highlight, along with a touch of grace provided by a child who applies an old trick of healthy malice.”Volkswagen has a specific type of creative communication worldwide, but bringing a message of Western Europe to a market like China, can be a challenging goal. Our objective was to create a Chinese-centric style, while maintaining the essence of Volkswagen voice. We decided that the best way is to just do something that is universally understood” Paradise said.Volkswagen’s global team in Beijing fully supported the implementation of the commercial. The campaign was created by Tim Paradise in DDB Beijing, led by Angel Gracia and produced by Colin Lai. The filming was done in Taiwan and was released in Los Angeles.