Volkswagen USA is set to air its first Super Bowl ad in a decade as part of a year-long campaign celebrating the brand’s 75th anniversary in the U.S.
The campaign, crafted by Johannes Leonardo, will recognize the brand’s integration into American culture and showcase its journey over the past 75 years, starting with the introduction of the Beetle in 1949.
The Super Bowl ad marks the beginning of this extensive campaign, which aims to serve as a love letter to the American people and an invitation to join Volkswagen’s electric future. A 15-second teaser has been released, offering a glimpse into the introduction of the iconic Beetle to U.S. soil. Watch below:
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“Over the past 75 years, Volkswagen has grown from a tale of two Beetles into a part of America’s cultural fabric,” said Rachael Zaluzec, senior vice president of customer experience and brand marketing at Volkswagen of America. “We carry people in our name and our heart. As we look forward to the next 75, we will celebrate the real people and real-life moments that have made the Volkswagen brand the people’s love story it is today.”
Volkswagen intends to make this campaign a reflection on the real people and moments that have shaped the brand’s story in the United States.
As the automotive company looks ahead to the next 75 years, the campaign seeks to set the stage for the next era in Volkswagen’s transformation, emphasizing its commitment to an electric future.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
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