Volkswagen is setting the standard for unconventional advertising — the automaker is planning to create a shark observation cage fashioned after the 2012 Beetle. The Beetle cage will be used in the 25th-annual Shark Week on Discovery that airs August 12-16.
When deconstructed as a shark observation cage, the Beetle cage still bears a strong resemblance to the real 2012 Volkswagen Beetle that, at least in the teaser video, looks like the 200-hp model with a turbocharged 2.0-liter I-4. The staff putting the project together appears to have kept the Beetle’s steering wheel, though the instrument cluster has a more appropriate set of gauges.
“The Beetle shark cage plays on the silhouettes of two of the most iconic images, the shark fin and the Volkswagen Beetle,” said Justin Osborne, VW’s general manager of marketing communications.
If you’re interested in learning just how the 2012 Volkswagen Beetle cage was created, three one-minute videos will share the details during Shark Week. In the meantime, find out why Volkswagen drove one of the original Beetles straight into a body of water in the classic ad featured below.