Jin Bo
Nov 9, 2010

Lu Chuan directs short film for Volkswagen Touareg launch in China

BEIJING – In the build-up to the 23 November launch of Volkswagen’s new Touareg flagship model, award-winning Chinese director Lu Chuan has directed an adventurous 15-minute film shot in China's wild and remote Xinjiang region.

Lu Chuan directs short film for Volkswagen Touareg launch in China

The film, to be released in three five-minute parts, is part of a campaign developed by DDB Guoan.

VW Touareg's 'A journey beyond', features the adventures of a Beijing photographer and his Touareg as they travel to the remotest parts of Xinjiang, through stunning landscapes and encounters with the native Kazakh people and their unique culture.

"We wanted to create a story that captured the adventurous spirit and demonstrated the outstanding abilities and comfort levels of the New Touareg," mentioned Andy Hepburn, group creative director, DDB Guoan. "So we appealed to our director Lu Chuan to go beyond filming a TV spot and create a wider, more thematic story. It has been a real privilege to work with him in the amazing landscapes of Xinjiang to create a unique brand concept for the Touareg."

A 30-second and 60-second TVC will feature the New Touareg's off-road abilities in an exciting race with nomadic horsemen through a spectacular landform known as the Ghost City. In addition, the campaign will consist of outdoor billboards, online and print advertising.

"My story explores how rewarding it can be to discover and understand different cultures," said Chuan. "It was important for me to bring this incredible vehicle (to Xinjiang) to tell a positive story. As a native of Xinjiang, I wanted to dedicate this movie to my homeland."

Melissa Bell, marketing director for the Volkswagen Import Company, was delighted with the results.

"The New Touareg is all about leadership, so it was important for us to create something truly different for the launch. We're very happy to be able to work with Lu Chuan in the amazing landscapes of Xinjiang to create this unique branded entertainment for Volkswagen," she added.

Fans can follow the film series on VW's Tudou and Sina page.

Behind-the-scene photos:



A Journey Beyond
Client Volkswagen
Creative agency
DDB Guoan
Group creative director
Andy Hepburn
Executive director
Yang Dongliang
Director Lu Chuan
Cinematographer He Lei
Art director Wang Zhijian
Executive producer Lei Lei
Creative team Andy Hepburn, Dirk Eschenbacher,
Account servicing Eva Zhou, Felicia Wan, Christoph Wandt
Media agency MediaCom
Production company Chuan Films
Editor Wu Bin
Exposure Online

Campaign China

Related Articles

Just Published

23 hours ago

Agency Report Card 2023: FCB

A year of transformative change for FCB in key markets, as the addition of Kinnect and continued strength from FCB/Six continues to drive business growth in India and New Zealand, respectively.

1 day ago

Alibaba, Tencent beat forecasts with strong results

Both Chinese tech giants continue to record robust growth. Meanwhile, Tencent's market capitalisation is already more than double that of Alibaba’s.

1 day ago

Southeast’s Asia’s top 50 brands 2024

Customers who participated in a comprehensive research survey conducted by Milieu Insight and Campaign rated Samsung and Shopee at the top of their list. View the other 48 brands who made the cut.