Volkswagen has been hard at work to remake the company and its products and in 2021, the automaker saw the best sales since the 1970s.
Now, Volkswagen is now improving on this brand love by entering the next phase of its inspiring Drive Bigger brand platform with the launch of two ads that are paving the way forward for VW to play a meaningful role in people’s lives.
“Break Free” (launching in market on 6/1) features a sheep who is the embodiment of everyone who’s ever wanted to break from conformity, and experience life to its fullest. The VW Tiguan serves as the symbol of breaking from the status quo, an SUV that’s not the conventional choice.
“Those Guys” features a pedestrian who behaves as if he’s the center of the universe. In the film’s climactic scene we observe him jaywalking in front of a VW Atlas with a family on board. The Atlas and the family inside it embody the point of view of the brand and the products we make, keeping everybody safe. Even those guys.
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“We’re breathing new life and energy into ‘Drive bigger,’ putting forward a strong POV through the brand’s products and features. Through this evolution of the brand platform we’re inviting our audience to not give in to small-mindedness. Because life gets bigger when you drive with an open mind.
This new work cements our belief that the brand does its best work when bucking convention and highlighting the common in an uncommon way, re-establishing that classic VW tone. Witty, and confident in its simplicity. These first spots in hopefully many, aim to not only entertain, but resonate with our drivers’ values, and pave the way forward for the brand to play a meaningful role in their lives,” notes Jonathan Santana, GCD for Johannes Leonardo
In true VW fashion, the work is bucking convention and championing the mindset of VW’s drivers by breathing new life and energy into Drive Bigger. Reflecting the best of VW advertising from the past, the ads re-establish that classic VW tone and represent a shift in creative approach to help change the way people think about driving.
“We’re thrilled to share this latest campaign work and the evolution of Drive Bigger,” said Kimberley Gardiner, Senior Vice President, Marketing, Volkswagen of America. “Through good-natured storytelling we’re celebrating the little things that make our lives bigger,” notes Kimberley Gardiner, Senior Vice President Marketing, Volkswagen of America
The Reel 360 News Team agrees. The work is inviting the brand’s audience to be open-minded and live a bigger life by celebrating their joy for the ride. Because life gets bigger when you drive with an open mind.
