Volkswagen Passat campaign fronted by Jiang Wen highlights mute cabin technology

The campaign, developed by DDB Shanghai, aims to exemplify the car’s mute cabin technology, which, similar to noise-cancelling headphones, decreases engine noise while still allowing the driver to hear road alerts such as hooting from other cars.

To further reinforce the status of the Passat as a prestigious business sedan, the mute cabin technology is aimed at meeting the desire of business leaders for serenity and stillness in order to 'think big'.

The main brand message in the advertisement, as expressed by Jiang's ambassadorship, is that one can truly hear the world's resonance when one takes a step back from noise and clutter to be still and quiet.

Major Zhu, strategic planning director of DDB Shanghai, said the celebrity is a good match for the car's distinct positioning of inner strength and substance.

“Shanghai Volkswagen gave us the freedom to create an idea that ensures the brand not only appeals to its target audience’s emotions and aspirations, but introduces a way of thinking that draws on life’s bigger picture,” added Gerald Hu, senior business director of the agency.

This is the second time Jiang has acted as a spokesperson for the Volkswagen Passat.

CREDITS

Project: Cocoon of Inspiration
Client: Shanghai Volkswagen
Agency: DDB Group Shanghai
Creative: 李实衍（Shih Yen Lee）,王文卿（ Adam Wang）, 姜一鸣（Kevin Jiang）, 马建浩（Michael Ma)
Planning: 朱敏杰（ Major Zhu）
Account Management: 胡宁军（Gerald Hu）, Anthony Zhao（赵俊）, Rita Zhao（赵隽真）
Exposure: TV, print