Directed by the Emmy Award-winning Lance Acord, known for his work on Volkswagen’s acclaimed 2011 commercial “The Force,” the film is a two-minute journey through Volkswagen’s 75-year legacy in America. The story begins with the import of the first Beetles by Dutch businessman Ben Pon in 1949 and culminates in the introduction of the innovative ID. Buzz electric microbus in 2024.
A Nostalgic Narrative
“An American Love Story” is more than just a commercial; it’s a vivid, nostalgic tour of the brand’s history. The film cleverly intertwines historical and recreated footage, showcasing Volkswagen’s integration into some of America’s most iconic cultural moments. This includes nods to classic movies and TV shows like “Herbie Rides Again” and “The Simpsons,” demonstrating the brand’s widespread cultural impact.
Music and Message
Neil Diamond’s passionate 1971 hit “I Am… I Said” accompanies the film, echoing the Beetle’s journey in a growing America and resonating with themes of belonging and understanding.
Innovative Marketing Strategies
In a first for Super Bowl advertising, Volkswagen premiered the extended film at the 2024 Chicago Auto Show Media Preview. The film is also shared with current owners through the myVW App, illustrating Volkswagen’s commitment to connecting with its audience in novel ways. The film features the Chattanooga factory, symbolizing the company’s dedication to innovation and sustainability.
A Tribute to American Spirit
Rachael Zaluzec, Senior Vice President of Customer Experience and Brand Marketing at Volkswagen of America, describes the film as a heartfelt tribute to the brand’s enduring relationship with America. It’s not just a celebration of history but an invitation to join in the brand’s future endeavors focused on innovation and sustainability.
Creative Partnership and Vision
Jonathan Santana, ECD of creative agency Johannes Leonardo, emphasizes the goal of reigniting love for the brand in America, blending the spirit of Volkswagen’s wit and charm with a uniquely American narrative. The film is part of a larger campaign that includes seven video vignettes, each paying homage to key cultural moments in Volkswagen’s American history.
Looking Ahead
The brand’s commitment to being an integral part of American culture for the next 75 years is evident in this campaign. Following the Super Bowl, a 60-second version of the film will be available online, including on Instagram, as part of the brand’s 75th Anniversary social media campaign.
