Volkswagen USA is promoting the new Beetle Convertible with “Mask”, a television commercial featuring what appears at first to be an armed robbery. A big, tough-looking guy walks into a convenience store while still wearing his ski mask, looking suspiciously like a thief. After happily paying for his goods and leaving the store-worker very confused, we find out why the man is wearing said mask: ‘With the new VW Beetle, everyday is an open-top day’.
The Mask Youtube video is connected with an interactive microsite for the Convertible Beetle, web.vw.com/convertible/beetle, giving visitors a chance to take the Beetle for a spin.
The Mask ad was developed at Deutsch by chief creative officer Mark Hunter, group creative director Michael Kadin, group creative director Matt Ian, senior art director Paul Oberlin, senior copywriter Matt Sherman, director of integrated production Vic Palumbo, director of content production Victoria Guenier, and executive integrated producer Jim Haight, group account director Tom Else, account director Monica Jungbeck and account supervisor Alex Gross, chief strategic officer Jeffrey Blish and group planning director Doug Van Praet working with Volkswagen chief product and marketing officer Tim Mahoney, marketing VP Kevin Mayer, general manager marketing communications Justin Osborne and advertising manager Jeff Sayen.
Post production was done at The Mill, Los Angeles, by colorist Adam Scott, VFX supervisor James Allen and producer Rachael Trillo.
Sound was designed at 740 Sound Design by sound designers Rommel Molina, Nicholas Interlandi, and executive producer Scott Ganary. Audio post production was done at Lime Studios by mixer Mark Meyuhas, assistant Matt Miller and producer Jessica Locke.
Music, “Trololo”, was composed and performed by Russian baritone singer Eduard Khil, who died in 2012.