• by Tanya Gazdik , January 17, 2024

Volkswagen of America is commemorating its 75th U.S. anniversary with a year-long “holistic" campaign and a return to Super Bowl LVIII.

The effort, from AOR Johannes Leonardo, aims to serve as a "love letter to the American people," and an invitation to be part of Volkswagen’s electric future, says Rachael Zaluzec, senior vice president of customer experience and brand marketing, Volkswagen of America.

The campaign highlights the company's cultural impact in the U.S., including the iconic Beetle and subsequent Microbus. Moments are planned throughout the year to celebrate owner and customer stories.

Teasers for the Big Game spot begin breaking today via social platforms, including YouTube, Zaluzec says.

The automaker is celebrating its humble beginnings, recognizing those who have woven the brand into the cultural fabric of the U.S. and setting the stage for the next era in its continued transformation.

Exactly 75 years ago today, two Volkswagen Type 1 vehicles landed on the shores of New York, marking the first attempt to sell the vehicle -- better known today as the Beetle -- to Americans, followed by the original VW Microbus in 1950. In 1959, the brand ran its first iconic “Think Small” ad touting the benefits of the air-cooled, easy-to-maintain Beetle. The story is brought up-to-date with the ID. Buzz, the electric reimagining of the iconic bus. 

In 2023, the brand unveiled its next two vehicles in its growing electric portfolio: the ID.7 and the three-row ID.Buzz. Available later this year, the all-electric ID. Buzz pays homage to the brand’s iconic Microbus with a retro design, equipped with advanced EV technology and driver-assistance features. Also slated for the second half of 2024, the ID.7 is the first all-electric Volkswagen in the premium midsize sedan segment.

From the Beetle and the Bus, through the Rabbit, Jetta and GTI, and to the Tiguan and Atlas, Volkswagen has always maintained its status as “the people’s car,” delivering not just great value in transportation, but fun-to-drive cars with a unique style, Zaluzec says.

"Our last Super Bowl appearance was in 2020, celebrating our amazing Volkswagen team in Chattanooga," Zaluzec tells Marketing Daily. "It aired locally in the Chattanooga market."

On a national level, Volkswagen of America last appeared in 2014 with a spot called "Wings." The tongue-in-cheek spot featured a father telling his skeptical teenager that every time a VW hit the 100,000 mile mark on its odometer, an engineer in Germany gets their wings. 

One of the most-shared Super Bowl spots of all time is Volkswagen's 2011 spot, "The Force” followed by a sequel in 2012, “The Dog Strikes Back.” The automaker offered up some upbeat vibes with “Get Happy” in 2013.

Volkswagen Canada was in the game in 2022 with “Electric Feels Good.” The Volkswagen Thing had a cameo in Taco Bell’s 2022 Super Bowl spot featuring Doja Cat.