Creative concepts - Oldbug

1. DifferenceThe BeetleOldBug.com

2. Idea
We want this idea to be about different experiences
people have when driving a vintage VW. It’s all about
invoking nostalgia and taking people back to the sense of
adventure and of caring that took place when the VW
Beetle came about. In the 60s and 70s people were
revolting, they were fighting for civil rights, for peace
and for a better world. This idea is about how even now,
people who were the driving force of many movements back
in the day, can be the difference in their current lives.

3. “Lawyer by day, rocker by night” VISUAL: A lawyer in his mid-fifties wearing a
black suit with a blue tie and holding a
leather briefcase steps inside the house after
a long day at work. He tosses his car keys
(it’s a company car) into their designated
dish before going upstairs. The car keys are
simple: the black key on a thin silver ring.
His house is orderly with a sophisticated yet
dull palette (think grays, whites, blacks, light
blues) — the kind of house that is so eerily
clean it feels like no one lives there.

4. “Lawyer by day, rocker by night” VISUAL: The man changes into
some more casual clothes — a burst
of color compared to his
surroundings, but nothing crazy. A
looser fitting purple button up with
the first few buttons undone, khaki
shorts, and dark brown Birkenstocks.
He opens a drawer to pull out a
different car key, this time on a tie-
dye key chain. He grabs a guitar
case from his closet covered in
colorful stickers, including logos from
‘60s and ‘70s bands and stickers
supporting environmental causes or
policies.

5. “Lawyer by day, rocker by night” VISUAL: It’s time. He steps outside and gets
into a different car: a blue vintage VW
microbus. He dusts off the sunglasses holder
and pulls out a groovy pair of round light red
sunglasses and puts them on before
cranking the tunes (“Ariel” by Dean
Friedman). He’s back in his groove. He
cruises for a short amount of time before
arriving at a community center.

6. “Lawyer by day, rocker by night” VISUAL: He steps inside and greets his
band mates, men of a similar age wearing
similar clothes. Cut to the band playing a
benefit show for a local charity. They’re
covering old songs, and though they’re not
horrible, they’re not the best either. But they’
re having so much fun jammin’ up on stage.
They’re loving it, and the crowd is loving it. It’
s all for a good cause. It feels right.
VISUAL: Screen would go black and, and
“Be the difference” would merge into “The
Beetle Difference.”

7. “Not your average wife”
VISUAL: Woman in her late fifties finishes up
cooking. She’s wearing casual clothes, her flats
have some wear and tear from walking around all
day, some age spots cover her hands, and she has
pronounced smile lines. Her husband arrives from
work.
WIFE: “Hi honey, dinner is ready.”
HUSBAND: “Thank you, sweetheart. I’ll be here
when you get back.”
VISUAL: Woman steals a few bites of food, before
squeezing husband’s shoulder and says goodbye.

8. “Not your average wife”
VISUAL: She grabs the keys. No, not the ones to the
Honda. The ones with the worn “peace and love” key
chain. The ones with the keys to her vintage, red,
convertible VW Beetle. She unlocks the door and
gets in, and old memories of being a young girl, of
adventures, of concerts, of caring so much about
everything are shown in a rapid series of images on
the screen. She pops in her old cassette tape. The
one that says, “Mixtape for my Daisy.” Old lyrics of
rock songs, of starting revolutions and love ballads fill
the car as she drives.

9. “Not your average wife”
VISUAL: Once she pulls up to her destination, she
presses stop on the player, removes the tape, goes
to place it down and is faced with the tinged
photograph of her, her friends, and her boyfriend at
the time following the Grateful Dead in their 1969
Tour. She gets out, waves hello to Susan, the
Director at the local soup kitchen. As they enter for a
night of helping, we can see the sign on the building,
“Community Soup Kitchen & Outreach Center.”
VISUAL: Screen would go black and, and “Be the
difference” would merge into “The Beetle
Difference.”

10. “Family Heirloom”
VISUAL: A man in his mid-twenties steps out of
his parents house (or his college house) and
walks towards his old bug. It’s been kept well,
but almost doesn’t fit his personality. As he sits
in the car, rap music starts playing. He quickly
turns it off and searches until he finds a classic
song from the ‘60s (Magic Carpet Ride).

11. “Family Heirloom”
VISUAL: He steps out of the car, throws on a
volunteer shirt on, takes off his jacket and you
can see his scrubs. He goes around playing
board games with some older people, even
serving them food, until he walks upon a
couple. The couple is ecstatic to see the
young man and begin to hug him. As they are
hugging him, you can see an image of the
couple (much younger) standing next to the
same bug the young man drove to see his
family and volunteer.
VISUAL: Screen would go black and, and “Be
the difference” would merge into “The Beetle
Difference.”