Last year, Volkswagen created a Beetle-shaped underwater shark cage that sat on the bottom of the ocean for Discovery Channel's hugely popular Shark Week. This year, the car company one ups itself, by turning a Beetle Convertible into a roving, underwater vehicle, complete with three thrusters and a dive plane, that lets marine biologist Luke Tipple actually "fly" like a shark along the ocean floor. Deutch L.A. is the agency.
This year's edition also bears resemblance to a shark cage, but like the VW convertible it actually has an open top, not promising security from the deadlier breeds of sharks. It's "more suggestive of protection than actually protective," VW representative Leigh Anne Sessions noted in a VW press blog. It's "an obvious evolution from what we did last year while also being a little bit different. We wanted to follow up on the overwhelmingly positive response from VW and Shark Week fans we got last year to the cage."
The effort also includes the "Subaqautic Road Trip," so fans can go online to follow Mr. Tiple and his journey, as well as a co-viewing app that will unlock extra content.
The previous year's campaign won media agency MediaCom a couple of Bronze Cannes Lions for brand/product integration and media campaign for a car/automotiv service.