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Volkswagen Celebrates 75 Years in America in Super Bowl Ad

The spot wraps up by showing the future of Volkswagen, with scenes of its Chattanooga, Tenn. factory, which showcases the brand’s commitment to its evolving fleet and a promise that it will continue to be built for the American people as it goes electric. It also introduces the ID. Buzz electric microbus, which will arrive at dealers this year.

Pulling together 75 years of history

Volkswagen came to Johannes Leonardo with a brief to “reignite the love for the brand in America and invite a new generation in as we look toward the next 75.”

With so many stories from the brand and fans, it took many people and numerous conversations about what to include.

The brand leaned into the archives and talked to those who love its cars most, and ultimately chose drivers who shaped cultural movements in America’s history, then looked ahead to the brand’s electric presence and the future. 

“The goal is to continue to keep turning heads not for the hum of the engine for the next 10 years but for the silence of clean, electric energy,” said Zaluzec.

The agency took those stories and footage, and created a story that spanned the decades.

“Like all things in this film, the culmination of all the different elements from Lance, to the stories we chose to include in the film and the way we shot it was very intentional,” said Jonathan Santana, executive creative director at Johannes Leonardo.

The choice of music came early on in the creative process. Santana said Neil Diamond sings with such emotion and presence that it gives the story an emotional boost.

“’I Am… I Said’ is such a rallying cry for being bigger than yourself and for those who seek to find a sense of belonging. It captures such a moment in time for the brand as well, being released at the height of counterculture in the ’70s,” said Santana. 

VW is proud of its heritage in the U.S., as is evidenced by the spot, and it’s using the Super Bowl to set up the next generation of drivers.

“We see this as an opportunity to not only celebrate our 75th anniversary in the U.S. but more importantly share the future of Volkswagen innovation and moments to come,” said Zaluzec.

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