• by Tanya Gazdik , November 27, 2024

Volkswagen is launching its first creative for the ID.Buzz electric vehicle.

Developed in partnership with the creative agency Johannes Leonardo, both broadcast and social media focus on the freewheeling, fun-loving spirit of VW drivers.

The premise is that in our overly pressured, time-starved lives, ID. Buzz is for people who choose to take time to cut loose and find enjoyment in the everyday. 

The campaign breaks today on Volkswagen social channels at 5 p.m. ET and then TV/OLV, OOH and digital tomorrow. 

Music plays a big part in Volkswagen creative, and the first spot starts with a question delivered by Elaine Stritch’s spirited tongue-in-cheek song, “Are you having any fun?”

Following a tease of the ID. Buzz at this year’s Super Bowl, VW has now officially brought the Buzz to U.S. shores, symbolizing a bold step forward for the brand, says Rachael Zaluzec, CMO  and senior vice president,  customer experience and brand marketing, Volkswagen of America.

"For Volkswagen, our all-electric ID. Buzz is more than simply another vehicle within our lineup,” she says. “Rather, the ID. Buzz, the reincarnation of the iconic microbus, embodies the spirit of our brand yesterday, today, and tomorrow.”

Another spot is in the works will break during the "Saturday Night Live" 50th anniversary special Feb. 16.  It will feature "SNL" actors, Zaluzec tells Marketing Daily. 

The agency sees it as a rare, once in a lifetime opportunity to launch an iconic vehicle, says Jonathan Santana, chief creative officer at Johannes Leonardo.

“The ID. Buzz’s arrival in America represents such an opportunity, and with it, the immense responsibility we at JL have to deliver upon those expectations and rekindle what cemented the original bus in the hearts and minds of Americans in the first place,” Santana says in a statement. “With its iconic two-tone paint job and electric heart, this is more than just the rebirth of the original bus — it’s a celebration of optimism, an anthem for people who know how to find fun in the everyday."