VW to ‘reaffirm’ rock heritage with C4 show

Volkswagen has signed an ad-funded programming deal with Channel 4 to broadcast a music series set in Abbey Road Studios to promote its Beetle car.

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The weekly programme will feature sessions from a mix of established and emerging artists, including Paul Weller, who will open the series.

Abbey Road Studios: In Session With Volkswagen Beetle, will be supported with a TV campaign featuring Weller, social media and short form video content online from today (1 November).

The campaign was created by MediaCom Beyond Advertising, the branded content division of Volkswagen’s media agency.

Volkswagen hopes the series, which will target males between 30 and 50-years-old, will “re-affirm” the association between the Beetle car and rock and roll music. The car features in the background of The Beatles’ 1964 Abbey Road album cover.

The show will broadcast on Channel 4 from 14 November.

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