VW pressures Christian Pulisic and Brett Goldstein

(Courtesy Johannes Leonardo)

News from our friends at Johannes Leonardo. Volkswagen (VW) has launched a new campaign starring Captain of the US Men’s National Team Christian Pulisic and actor and Ted Lasso star Brett Goldstein that I thought you might be interested in.

It marks a new marketing shift and tone for the brand as VW enters the next phase of its Drive Bigger brand platform.

With a clear focus on becoming a leader in EVs, VW is injecting more fun and surprise into their 3-year US Soccer partnership with a new film that dramatizes the benefits of going electric.

The 60-second film – entitled “Diamonds” – tells a shared story of overcoming pressure to create something meaningful and impactful. On the road to the FIFA World Cup this Fall, elite athletes are under pressure to perform, while Volkswagen is under pressure to change the world with mass adoption of electric. But how we handle the pressure dictates if we succeed and what we create.

And then there’s Ted Lasso’s Brett Goldstein.

According to a spokeswoman, the VW work is meant to show the positive side of working through pressure and remove the cynicism some might have around moving towards an electric future. Watch below:


The creative effort from Johannes Leonardo also features additional star power including former USMNT player Clint Dempsey and the voice of English Football Commentator, Martin Tyler.

The new film follows the start of US assembly of the all-electric ID.4 flagship in Chattanooga, TN. It’s the latest launch for VW this summer following “Those Guys” and “Break Free” marking a new tone for the brand.

“Diamonds” will debut during the English Premier League on Saturday, August 6. Additional placements will include the Emmys, The Tonight Show, Late Night with Seth Meyers and 20/20.  The work will also run across social and digital.

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