Beetle Expected To Dominate Hatch

Creative Chiefs Bemoan A Body Of Work Marked By Conservatism
BOSTON–If the campaign for Volkswagen’s New Beetle doesn’t win big at the 38th Annual Hatch Awards this week, it may well be the biggest upset in the show’s history.
Creative executives called Arnold Communications’ VW work–which won the Grand Prix in the press and poster category at the 45th International Advertising Festival in Cannes, France–the cream of this year’s creative crop.
“Everyone thinks it’s terrific,” said Mullen chief creative officer Paul Silverman, who praised the work for its simple elegance.
What should prove disturbing to the creative community is how little competition the Volkswagen campaign will get.
“Larger clients are tougher, more so than in the recent past,” said Steve Bautista, creative director at Ingalls Advertising.