Dentsu Creative Celebrates an Ode to the Van of the People

Dec. 15, 2022

Volkswagen Netherlands introduces the new all-electric ID.Buzz with an ode to 75 years of customized Volkswagen vans.

You can hardly visit a campsite or festival without spotting one: the legendary Volkswagen van. What started with the iconic T1 has grown into the most successful range of buses ever. And with the automotive industry moving more and more towards electric, the long awaited ID.Buzz was a logical next step.

The rebirth of the icon is celebrated with a cinematic film created by DENTSU CREATIVE about the van that has been infinitely loved and changed by the people.

In the film, we travel through time and end with the new ID. Buzz.

To portray every bus and time as beautifully as possible, director Johan Kramer chose one simple camera angle, inspired by the way the bus was depicted in brochures in the 1960s and 70s. All kinds of old camera techniques, frame rates and archive images have been used to imitate each period in time as accurately as possible.

Boris Nihom, MD at Dentsu Creative Amsterdam said:

"The Volkswagen bus is not just the van for the people, but of the people. So more than just a launch, this is a celebration of an icon, reinvented."

 

Gijs Sluijters and Joris Tol, Creative Directors Dentsu Creative said:

"The very first Volkswagen bus was designed by Dutchman Ben Pon in 1947. And over the years, people have ‘improved’ his original design. People built tents on the bus, saw the roof off, hippies painted it with colorful artworks and some even sawed the bus in half and built a trailer from it. As the bus was often changed, but never completely reinvented, this felt like a good moment to reflect on the creativity the bus evoked and challenge the viewer to give their own twist to the new bus as well."