CHICAGO —Volkswagen of America debuted the extended cut of its Super Bowl spot at the Chicago Auto Show.
The two-minute “An American Love Story” follows the brand's 75-year journey from import of the first Beetles in 1949 through the introduction of the ID. Buzz electric microbus in 2024.
A 60-second version marks the brand's first national Super Bowl spot in 10 years and will air during the third quarter of the game on CBS and the Spanish-language broadcast on Univision.
Lance Acord, creator of perpetually favorite VW spot "The Force" (created by Deutsch LA), returns as director, in conjunction with creative agency Johannes Leonardo.
The nostalgic tour begins with the arrival of the first Type 1 vehicles imported by Dutch businessman Ben Pon in 1949.
The spot pairs both historical and recreated footage, says Rachael Zaluzec, senior vice president of customer experience and brand marketing, Volkswagen of America. The “love letter” ends with the tagline “We shape its metal. You shape its soul.”
“A lot of what looks like historical footage is actually what we recreated,” Zaluzec tells Marketing Daily.
The spot is set to Neil Diamond’s impassioned 1971 hit “I Am…I Said.” Just like the Beetle and its timid journey in a bigger and better America, the song resonates with those who seek to find a sense of belonging and to understand the world around them, she says.
“We deliberated between the studio and the live version and ultimately went with the live version because it seemed to better convey the emotion that we want,” Zaluzec tells Marketing Daily.
Over the past few weeks, Volkswagen released seven video vignettes -- including “Car Meetup” -- which aired during the Feb. 3 episode of "Saturday Night Live." All teasers, and the extended cut, are available online at the 75th Anniversary page of vw.com.
Following Sunday’s game, a 60-second version of “An American Love Story” will be available online, including Instagram, as part of the brand’s 75th Anniversary social media campaign.