The basic idea is to relight the love affair with Volkswagen. Yes, it’s all about Rabbit. Some may love it, people hate it too. And probably the brain behind the campaign, Alex Bogusky, chief creative officer of Crispin Porter+ Bogusky really wanted polarized reaction from all sections.
Volkswagen rabbit was first launched in 1974. After some good and bad episodes that had shaped the brand perception in not very healthy way, in 1985 the ‘Rabbit’ was closed.
Should we consider this new move a bit risky and bold? Alex Bogusky opines that the redesigned Golf before U.S has been running successfully in Europe for last two years.
VW’s U.S chief has liked the idea and took it to the German headquarter. Worldwide brand chief is also convinced with the idea.
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