DDB launches positioning for new Volkswagen Passat 2013 fronted by actor/director Jiang Wen

Das Auto.jpgDDB China Group has developed a new TV and print campaign for the new Volkswagen Passat 2013 edition featuring Jiang Wen, acclaimed actor, director and a key protagonist in the "sixth generation" of Chinese cinema that emerged in the 1990s.


The campaign idea aims to exemplify the car's latest mute cabin technology, which works just like noise-canceling headphones, further reinforces its prestigious business sedan status.
The technology is brought to life though Wen's belief that one can truly hear the world and acknowledge their own inner strength and substance when they are still and quiet. To find our inspiration and direction, Wen tells us we must take a step back from noise and clutter of the world.

Major Zhu, Strategic Planning Director DDB Shanghai says, "The thinking, understanding and appreciation of the new Passat is well illustrated through the words of Jiang Wen, a distinct positioning of inner strength and substance."

"It's a privilege to work on the business of such an ambitious and innovative brand as Shanghai Volkswagen," said Gerald Hu, Senior Business Director and Major Zhu, Strategic Planning Director of DDB China Group.

"Shanghai Volkswagen gave us the freedom to create an idea that ensures the brand not only appeals to its target audience's emotions and aspirations, but introduces new ways of thinking that influences and draws on life's bigger picture."

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