Volkswagen is making a return to Super Bowl commercials after a decade-long absence with a nostalgic spot titled “An American Love Story.” Scheduled to air during Super Bowl LVIII on Sunday, February 11, the ad commemorates VW’s 75th anniversary in the US market, tracing the brand’s journey from its humble beginnings with the iconic Beetle.
Through a blend of historical footage and recreated scenes, viewers are transported back to 1949 when the first VW Beetle (Type 1) arrived at the port of New York. Imported by Dutch businessman Ben Pon, the Beetle faced initial challenges in a market obsessed with size. However, over the years, it emerged as an enduring icon.
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The ad further celebrates Volkswagen’s imprint on iconic American cultural moments, featuring its presence in classics like the Herbie films, The Simpsons, and Star Wars. Showcasing a range of VW models from the T1 and T2 buses to the modified Golf MK1, New Beetle, and modern Jetta, the journey culminates with the electric ID.Buzz set to debut in the U.S. market in 2024, signifying Volkswagen’s continued evolution and innovation.
The project was spearheaded by the creative agency Johannes Leonardo, with director Lance Acord at the helm. Acord, known for his work on the memorable “The Force” commercial from 2011, brought his expertise to this nostalgic piece. Accompanying the visuals is Neil Diamond’s classic song “I Am…I Said,” chosen by the agency to evoke a sense of timelessness and emotion.
Jonathan Santana, ECD of Johannes Leonardo, described the TV spot as “an epic tale about how an underdog with big dreams is not only embraced but becomes part of the very fabric of American culture”, adding that their goal was to “reignite love for the brand in America”.
The two-minute-long version of the spot made its first screening at the 2024 Chicago Auto Show. A shorter, 60-second montage will air during the third quarter of the Super Bowl LVIII on Sunday, February 11, on CBS and the Spanish-language broadcast on Univision. Finally, current VW owners will receive this “love letter” on their smartphones through the myVW App.
