#United States #Reston #Big Game #Volkswagen #Drivers Wanted

Volkswagen's Bold New Chapter

Volkswagen of America is stepping into a fresh phase with its iconic 'Drivers Wanted' campaign, launching a vibrant invitation for a new generation to embrace uniqueness and say 'yes' to life's opportunities. Set to debut during the highly anticipated halftime show of the Big Game, this campaign reimagines a significant part of Volkswagen's creative legacy, bringing with it the celebratory spirit of individuality and exploration.

In this 90-second campaign film titled "The Great Invitation Drivers Wanted", viewers are transported through a series of dynamic and feel-good moments showcasing friends connecting, dancing in the rain, and embracing the unpredictability of life. Directed by the talented Leigh Powis of ProdCo, the film captures the vibrant essence of Volkswagen's progression through its lens of individualism and community, all while tapping into the nostalgic sound of a classic early 90s hip hop anthem.

Originally launched in the late 1990s, the 'Drivers Wanted' slogan has long embodied Volkswagen's commitment to human-centric design and cultural engagement. The new campaign modernizes this legacy, inviting people to say yes to originality, curiosity, and experiences that take them from point A to B, going beyond just driving.

Kjell Gruner, President and CEO of Volkswagen Group of America, mentioned, "Our passion has always been about our cars and our people; our drivers, our dealers, our employees. This campaign celebrates that connection and invites everyone to share in the joy of driving a Volkswagen." Rachael Zaluzec, Senior Vice President of Customer Experience and Brand Marketing, added that the campaign is not just a message but an invitation to seize the freedom and joy that come with being behind the wheel of a Volkswagen.

Throughout the month of February, Volkswagen plans to extend this campaign through various channels. Collaborations include a podcast series hosted by Emma Chamberlain and premium placements in iconic locales such as Times Square. Additionally, Volkswagen will be offering special promotions via the myVW app, including discounts on Driver Gear merchandise, ensuring their loyal customers feel appreciated.

The excitement doesn't just stop with the Big Game as a wider audience is invited to discover the 30-second version of "The Great Invitation" online through platforms like their official website, YouTube, and Instagram following the game. This campaign serves as a celebratory renewal of the legendary spirit of 'Drivers Wanted,' bridging the past with the present for an enthusiastic new audience.

In conclusion, Volkswagen's revitalized campaign aims to inspire a culture of saying yes; an ethos perfectly encapsulated in the messaging that invites each individual to embrace the adventures and opportunities that await them. As they prepare for the Big Game, both current enthusiasts and potential new drivers alike can participate in the joy of living life in the driver's seat, invited by a brand that has always understood the importance of connection, community, and creativity.

For more information and to watch the extended film, visit Volkswagen's official site.