VW Buzz camper - a launch with cuteness overload

So, very soon, the redesigned Volkswagen Buzz camper will be among us. For its launch the company opted - very understandably due to the product's design - to a cute campaign. Above is a sample. Again, it has been a while since VW issued a product that is designed in a such a way. And considering the legacy of the camper itself and how it is related to the hippie-carefree life, the Buzz ticks all boxes in its design, and therefore presentation.

However, I kept thinking that this is very close to the last time VW issued one such cute product. Namely? The redesigned VW Beetle/Bug which was also accompanied by a campaign that focused on the cute (sample lines "Hug it? Drive it?" or "less flower, more power" or "the engine's in the front, but the heart is in the right place").

Below are several executions, which some of them - it was fashionable back then - issued as postcards.

Zaatar w Zeit goes exploring (where others preceded it).

Zaatar w Zeit has a gorgeous new ad.

Imagine this: A bunch of youth go and become adventurers in Lebanon and discover its beauty (and forget that this is the exact same scenario Byblos Bank used, as well as Almaza and countless other brands probably using the same VW Camper van). 

OK, Zaatar w Zeit does play for its audience, uppity well-to-do Gen Z boys and girls shielded from the current financial crisis by their parents and who somehow think that a Manoushe at this price is the norm (it is not). But to be fair to Zaatar w Zeit, they know their audience, they know what they like and how they behave, heck, they even included a guitar campfire night (hello Crepaway!) and a dog for a good measure (you know the kind that offers "fresh" Dollars if it is ever gone astray).

Just to be clear, the ad targets exactly who it wants to target, it is well shot, beautiful, and emotionally resonates with the people it wants to resonate with. Has it been already done elsewhere? Yes. Is it full of cliches? It is. Will it matter? Well, some youth are already planning that campfire with some uber expensive juice bottles.

See the full ad here.