Volkswagen is promoting the 2011 Hybrid Touareg in an advertising campaign centred around the concept of a “Rare Beast”. Launched on smartphones and online at vw.com/hybrid, the campaign includes two videos, “Rare Beast Origin”, a mysterious 60 second commercial, and “Rare Beast Habitat” a 3 minute demo Volkswagen Motorsport driver Ryan Arciero.
Howling winds round midnight streaming,
Remnants of some nightmare fleeting
Hunger fed by time and test
Power born that cannot rest
Shrouded by its glass and steel
A rare beast, half dream, half real
For a chosen few it has appeared
A heartbeat felt
A face revealed.
Click on the image below to play the video in YouTube (HD)
To truly understand a beast, you must first experience the world through its eyes. Watch as Volkswagen Motorsport driver Ryan Arciero runs this Rare Beast through its paces, really putting it to the test. Click on the image below to play the Rare Beast Habitat video in YouTube (HD)
The Rare Beast campaign was developed at AKQA, Washington D.C., by creative director Ginny Golden, associate creative directors Nick Strada and Jefferson Liu, art director John Whitlock, creative strategist Christine Sheehan, agency producer Scott Little, account directors Laura Breines and Katie Fouts, and account executive Erin Chandler.