To celebrate the return of the iconic Beetle, Channel 4 and London’;s legendary Abbey Road Studios have teamed-up with Volkswagen to create a new TV music series, Abbey Road Studios: in Session with Volkswagen Beetle. Produced by Live From Abbey Road Productions, makers of the Live From Abbey Road series, the show will feature a line-up of established and up-and-coming artists performing in session at the world-famous studios.

The series will be supported by a TV ad campaign on Channel 4 from the start of November. The promo ads, produced by The Outfit, feature Paul Weller and will run across the Channel 4 portfolio of channels from Thursday 1st – Wednesday 14th November, alongside pre-rolls and short-form video online. In addition, VW has been working with Spotify to give users of the music service the chance to get tickets to a Paul Weller session.

Volkswagen’;s involvement with Abbey Road aims to re-affirm the association between the Beetle and the rock and roll spirit it embodies, targeting men 30 to 50. The campaign was developed by Mediacom”s branded content arm Beyond Advertising.

Commenting, Channel 4”s Andy Moore said: “We’;re thrilled to partner with Volkswagen Beetle for this AFP deal, which gives Channel 4 viewers front row seats at these sessions from Abbey Road studios.”

Kirsten Stagg, National Communications Manager at Volkswagen added: “We are hugely excited about the launch of the 21st century Beetle, and we are thrilled to be able to create such an innovative campaign to support it.” The series is produced by Michael Gleason, Live from Abbey Road (Ltd), and was commissioned by Cath Lovesey and Steven Edwards at Channel 4.

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