Volkswagen Unveils Revamped 'Drivers Wanted' Campaign
Volkswagen is taking a bold step forward with its storied 'Drivers Wanted' campaign, inviting a new generation to embrace the thrill of driving. This initiative will capture the attention of audiences during the Big Game, reminding everyone that life is best lived in the driver's seat.
The Debut of 'The Great Invitation'
Launching a dynamic 90-second film titled 'The Great Invitation: Drivers wanted,' Volkswagen's marketing effort is poised to make a splash. The campaign's 30-second version will air during the second half of the Super Bowl on major networks. It marks a new chapter in Volkswagen's illustrious advertising history, calling on young and older consumers alike to embrace opportunities and say 'yes' to life.
Celebrating Individuality and Curiosity
Initially crafted in the late 1990s, the 'Drivers Wanted' campaign has always represented Volkswagen's commitment to creativity. In today's reimagined version, the campaign celebrates individuality and a spirit of adventure, encouraging people to reject conformity. It intends to show how embracing curiosity can lead to fulfilling experiences on the road.
A Nostalgic and Energetic Approach
Infused with a classic early '90s hip-hop soundtrack, the new film channels the same infectious energy that originally defined 'Drivers Wanted.' By paying homage to its roots while reaching toward the future, Volkswagen is effectively reintroducing the spirit of adventure to a fresh audience.
Creative Collaboration and the Message
This vibrant commercial, directed by the talented Leigh Powis of ProdCo, showcases Volkswagen's belief that driving transcends mere transportation. The film focuses on genuine moments that resonate with viewers, featuring groups of friends inviting their peers to embrace spontaneous joy, such as dancing in the rain.
"With this campaign, we are reconnecting with our roots while inviting everyone to share in the joy of driving," stated Kjell Gruner, President and CEO of Volkswagen Group of America. The messaging captures the essence of community among drivers, dealers, and brand enthusiasts.
Connecting with the Audience
The campaign aims to resonate beyond the boundaries of the Super Bowl, utilizing multiple platforms throughout February. Through engaging sponsorships, including podcasts and strategic locations in Times Square, Volkswagen seeks to establish a meaningful connection with its audience.
The excitement doesn't stop there! Volkswagen is also extending offers through the myVW app, providing current owners with exclusive discounts on merchandise. This is a part of their ongoing commitment to not just sell cars, but to enhance the overall ownership experience.
Ongoing Online Engagement
Following its initial airing, the full version of 'The Great Invitation' will be readily available online, ensuring that those unable to catch it during the Big Game can experience the energy and excitement. Fans can look forward to engaging with the campaign on social media and other interactive channels for a comprehensive experience.
Frequently Asked Questions
1. What is the premise of Volkswagen's 'Drivers Wanted' campaign?
The campaign invites individuals to embrace opportunities and individuality while encouraging them to live life to the fullest as drivers.
2. When will the new film debut?
The 30-second version of 'The Great Invitation: Drivers wanted' will air during the second half of the Super Bowl.
3. What type of music is featured in the new campaign?
The advertising spot features a classic early '90s hip-hop anthem to energize the message.
4. How can current Volkswagen owners get discounts?
Current owners can access a 25 percent discount on Driver Gear merchandise through the myVW app and targeted communications.
5. Where can the full version of the film be viewed?
After the Super Bowl, the full version will be available on VW's website and social media platforms.
