Volkswagen of America, Inc., has recently unveiled its extended two-minute film titled “An American Love Story,” in a grand nod to its 75-year legacy in the United States, culminating in a spectacular showcase just before the eagerly awaited Big Game on February 11, 2024. Attendees of the Big Game can look forward to a condensed 60-second rendition airing during the third quarter on CBS and Univision's Spanish-language broadcast.
The film has been brought to life through a collaboration between Volkswagen and Johannes Leonardo, its creative and advertising agency. “An American Love Story” offers a charming and nostalgic exploration of Volkswagen’s rich history in the U.S. It kicks off with the historical introduction of the first Type 1 vehicles, affectionately known as “The Beetle,” by Dutch businessman Ben Pon in 1949. Through a blend of original and recreated footage, the film captivates viewers with iconic Volkswagen moments intertwined with America's cultural tapestry, including references to Herbie Rides Again, The Simpsons, and Star Wars - all content now streamable on Disney+ alongside titles from Disney, Pixar, Marvel, and National Geographic. The voyage through time and memory culminates in the presentation of the Volkswagen ID. Buzz, which symbolizes the brand’s future direction toward electromobility.
Directed by Emmy Award-winner Lance Acord, renowned for Volkswagen's 2011 commercial “The Force,” which Gained accolades from Adweek, Creativity, and YouTube, the film solidified its place among the most beloved Big Game advertisements.
Set to the poignant strains of Neil Diamond’s “I Am… I Said” from 1971, the film parallels the song's themes of belonging and introspection with the Beetle’s own humble beginnings and its ultimate acceptance into the heart of American culture.
In a ground-breaking move, Volkswagen opted for an early release of the extended film at the 2024 Chicago Auto Show Media Preview, marking a first in Big Game advertising history. The film is also being shared directly with Volkswagen owners via the myVW App, demonstrating the brand’s appreciation for its loyal customer base. The Chattanooga factory, which employs 5,500 individuals and produces the all-electric ID.4 SUV along with the Atlas and Atlas Cross Sport SUVs, is featured prominently.
Rachael Zaluzec, Senior VP of Customer Experience and Brand Marketing at Volkswagen of America, Inc., describes “An American Love Story” as “a heartfelt homage to Volkswagen’s lasting bond with America.” The film celebrates 75 years of shared history and looks forward with optimism to an era of innovation and sustainability. It includes subtle references to Volkswagen’s past creative projects, embodying the brand’s signature humor and extending gratitude to America for its role in Volkswagen’s story.
Jonathan Santana, ECD at creative agency Johannes Leonardo, reflected on their five-year partnership with Volkswagen, emphasizing their mission to rekindle America's passion for the brand while preserving its characteristic wit. "An American Love Story" seeks to affirm Volkswagen's enduring place within American culture, inviting a new generation to fall in love with the brand.
Leading up to the Big Game, Volkswagen released seven video vignettes, including a cameo during the February 3 episode of Saturday Night Live, each honoring the American spirit and pivotal moments in Volkswagen’s storied U.S. history.
After the Big Game, the 60-second version of “An American Love Story” will be available online, featuring prominently in Volkswagen’s 75th Anniversary social media campaign, ensuring the celebratory spirit continues beyond the airing of this remarkable film.
