Volkswagen of America’s latest campaign invites a new generation to embrace individuality, curiosity, and saying yes when opportunity calls. The campaign, created in collaboration with Volkswagen’s creative ad agency Johannes Leonardo launches today with this 90-second film entitled “The Great Invitation: Drivers wanted.” A 30-second version of the spot will air during the second half of the Super Bowl on NBC and the Spanish-language broadcast on Telemundo.
Set to a classic early ‘90s hip hop anthem, the film moves with the irreverent, infectious energy that has always defined longstanding “Drivers wanted” campaign. The 1992 track serves as another layer to Volkswagen’s invitation, urging a new generation of people to jump in, say yes, and move through life with intention. It’s a knowing nod to the original era of ‘Drivers wanted,’ reintroduced for a new audience with the same spirit and energy.
The spot was directed by Leigh Powis of ProdCo, whose kinetic and authentic approach captured the fresh energy of Volkswagen’s evolved brand direction. Shot on location in Houston, Texas, the film is rooted in Volkswagen’s long-held belief that driving is about much more than getting from point A to point B.
Throughout the campaign, viewers encounter a series of invitations–a group of friends inviting their friend to dance in the rain, a dust-covered Golf GTI with “call me” scrawled beneath a phone number. These moments capture the spirit of saying yes–a declaration that echoes the original campaign’s mission to invite young consumers to blaze their own trails and drive culture forward.
