Volkswagen is reviving one of its most iconic platforms for the Super Bowl stage, bringing back Volkswagen’s late-1990s rallying cry Drivers wanted in a new Big Game spot created by Johannes Leonardo and directed by Leigh Powis of ProdCo.
After sitting out last year’s Super Bowl, the brand returns with a film that repositions Drivers wanted for 2026, not as a nostalgic throwback, but as a renewed invitation to curiosity, participation, and optimism. Rather than framing driving as merely transportation, the campaign treats it as an active choice, a mindset rooted in individuality and engagement with the world.
Set to House of Pain’s Jump Around, the spot channels the irreverent energy of the original campaign while grounding it in contemporary, human-scale moments. Friends dance in the rain. A dust-covered Golf GTI carries a handwritten “call me” note. Small gestures become sparks of connection, reinforcing the idea that invitations to participate are everywhere, if you’re willing to notice them. Watch below:
“Our passion has always been about our cars and our people; our drivers, our dealers, our employees,” said Kjell Gruner, President and CEO, Volkswagen Group of America. “This campaign celebrates that connection and invites everyone to share in the joy of driving a Volkswagen.”
“Now is the perfect moment to remind our enthusiasts why they love Volkswagen and to welcome others to join in,” added Rachael Zaluzec, Senior Vice President of Customer Experience and Brand Marketing, Volkswagen of America. “’Drivers wanted’ is more than a message; it’s an invitation to take the wheel, experience the freedom and fun of the road.”
Shot on location in Houston, the production leaned heavily into authenticity, casting real people and obsessing over details that reinforce the film’s tactile, lived-in feel. Kessler credits director Leigh Powis with fiercely protecting the idea’s integrity, treating the campaign not just as another automotive spot but as a piece of advertising history that deserved care and conviction.
The rollout begins with a 90-second online film, followed by a 30-second cut airing during the second half of Super Bowl LX on NBC and Telemundo. Beyond the game, Drivers wanted will extend across digital, social, and experiential channels, including Times Square out-of-home, podcast sponsorships, and direct-to-customer activations via Volkswagen’s myVW app.
More than a revival, the campaign reframes a legendary line for a moment when choosing to engage, to drive rather than drift, feels newly urgent.
CREDITS:
BRAND: Volkswagen
- Chief Executive Officer: Kjell Gruner
- Chief Marketing Officer: Rachael Zaluzec
- Brand Director: Jennifer Clayton
- Brand Manager: Chanel Barresi
- Communications Director: Ladan Rafei
AGENCY: Johannes Leonardo
- Founder: Jan Jacobs
- Founder: Leo Premutico
- Chief Executive Officer: Helen Andrews
- Chief Creative Officer: Jonathan Santana
- Executive Creative Director: Zoe Kessler
- Creative Director: Lukas Pearson
- Creative Director: Katyana O’Neill
- Copywriter: Cristina Thorson
- Copywriter: Jeph Burton
- Art Director: Tessa Conti
- Art Director: Hunter Hampton
- Design Director: Justin Walsh
- Designer: Emma McGuire
- Designer: Manmeet Sodhi
- Designer: Hongjin Lan
- Designer: Radhika Chauhan
- Head of Production: Rebecca O’NeillProducer: Haley Harris
- Producer: Rose Mahan
- Producer: Rachel Freed
PRODUCTION COMPANY: ProdCo
- Director: Leigh Powis
- Founder: Ian Pons Jewell
- Founder: Zico Judge
- Executive Producer: Patrick Wood
- Head of Production: Yvonne Ortiz
- Line Producer: Natalie Hill
- Director of Photography: Jake Gabbay
POST / VFX: Electric Theatre Collective
- Creative Director: Ryan Knowles
- VFX Supervisor: Sole Martin
- 2D Lead: Dan Brewster
- 2D Lead: Will Robinson
- Colorist: Jason Wallis
- Executive Producer: Polly Durrance
- Producer: Azmae Shazad
EDIT: New International Picture Company
- Editor: Carla Luffe
- Producer: Yoko Lytle
- Cutting Assistant: Eilish Boyd
MUSIC & SOUND: Barking Owl
- Sound Designer: Gus Koven
- Sound Mix: Stuart Welch
- Audio Assistant: Henry Gilchrist
- Executive Producer: Ashley Benton
- Sound Producer: Jenna Pangilinan
- Managing Director: Carol Dunn
MUSIC & SOUND: Sound & Fury
MUSIC & SOUND: Groove Guild
Music Supervisor: Al Risi
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