Volkswagen has released the extended cut of “An American Love Story” as part of its commemoration of 75 years in America and anticipation for Super Bowl LVIII. Directed by Lance Acord, the creative force behind VW’s memorable “The Force” commercial, the film is a collaboration with Johannes Leonardo.
The two-minute extended film takes viewers on a nostalgic journey through Volkswagen’s 75-year history in America, beginning with the arrival of the first Type 1 vehicles, commonly known as “The Beetle,” imported by Dutch businessman Ben Pon in 1949. By blending historical and recreated footage, the film encapsulates Volkswagen’s role in shaping some of America’s most recognizable cultural moments.
From iconic scenes featuring Herbie from Herbie Rides Again to references to beloved Star Wars characters, the film underscores Volkswagen’s enduring impact on American culture. Accompanied by Neil Diamond’s soul-stirring 1971 hit I Am… I Said, the film resonates with audiences seeking connection and meaning in a dynamic world. Watch below:
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“When we started our working journey with Volkswagen five years ago, our goal was and still is to reignite love for the brand in America, while maintaining the spirit of the brand’s wit and charm,” said Jonathan Santana, ECD of creative agency Johannes Leonardo. “Everyone has a VW story, and this one is about American as they come. An epic tale about how an underdog with big dreams is not only embraced but becomes part of the very fabric of American culture. We can’t wait to watch as we pass the baton to a new generation to fall in love with the Volkswagen brand and make us as much an icon over the next 75 years as we were the first.”
The extended cut of “An American Love Story” marks a milestone in Big Game advertising history and premiered at the 2024 Chicago Auto Show Media Preview. Volkswagen plans to share this tribute with its current owners through the myVW App, celebrating a legacy of innovation and sustainability while paying homage to its rich heritage.
‘An American Love Story’ is a heartfelt tribute to Volkswagen’s enduring relationship with America,” explained Rachael Zaluzec, Senior Vice President of Customer Experience and Brand Marketing, Volkswagen of America, Inc. “Over the last 75 years, our journey has woven into the fabric of this country, mirroring its spirit and evolution. With this short film, we are not just celebrating our history, but also embracing a future of innovation and sustainability. You’ll also find a few nods to past VW creative work – to give that signature wink we’ve become known for. It’s our way of saying ‘thank you’ to America for being a part of our story, and an invitation to stick with us as we embark on exciting new chapters.”
In the lead-up to Super Bowl LVIII, Volkswagen released seven video vignettes, paying homage to key cultural moments in its storied 75-year history. The extended cut of “An American Love Story” will be followed by a 60-second version available online, including on Instagram, as part of Volkswagen’s 75th Anniversary social media campaign.
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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