Senior rebels

Volkswagen targets Chinese elders.

Considering China is both the world’s fastest growing market for cars and home to a rapidly aging population, it makes perfect sense that Volkswagen would set its sights on the valuable demographic that is the Chinese senior citizen. The best part is that Confucian culture demands the young respect their elders (at least to their face) so nobody can mock you for raving 40 years past the time you ever should.


Advertiser: Volkswagen
Agency: DDB Guoan, Beijing
Global ECD: Jeremy Craigen
Executive Creative Directors: Greg Bray, Stephen Mui
Art Directors/Copywriters: David Mackersey, Jonathan John
Head of TV: Christine Kastens
Production Company: The Sweet Shop
Director: Steve Ayson