In an era of enormous boat-like cars with tailfins that could impale people, the Volkswagen Beetle was a breath of fresh air.
Launched in 1938, it personified the appeal to "Think Small." With more than 21 million cars produced, the Beetle holds the record for the long-running and most-manufactured car on a single platform. It was fitting, then, for Volkswagen to bid farewell to this beloved icon after more than eight decades with the animated "The Last Mile" campaign in 2020. The campaign was anchored by a 90-second animated clip set to a version of "Let It Be" by the Beatles, sung by the Pro Musica Youth Chorus (see www.youtube.com/watch?v=Vvt8G01jVzg&ab_ channel=AdsofBrands). A 2021 Cleo Award winner, the clip packed a range of historical moments into an emotional-laden tribute that made it feel like the people of the world were saying goodbye to a beloved family member. Featured in the clip were tributes to Andy Warhol, who painted an iconic image of the Beetle; Kevin Bacon, who famously jaunted around in a Beetle in Footloose; Vietnam-era protestors; and ordinary families whose beloved Beetles were unofficial family members. The campaign was backed up by a social media campaign under the hashtag #TheLastMile (for example, read through some comments at www.facebook.com/VW/videos/2493766500870019).

Small group exercise: Create an outline for a marketing-focused public relations campaign to run alongside the “The Last Mile” campaign. How would it complement the advertising campaign?