• by Tanya Gazdik , February 13, 2025

Volkswagen of America is partnering with NBCUniversal to reboot a vintage "Saturday Night Live" sketch. 

“The Californians"-inspired spot featuring the VW ID. Buzz and the return of SNL cast members Bill Hader, Kristen Wiig and Fred Armisen will air during the “SNL50: The Homecoming Concert” on Feb. 14, live on Peacock at 8 p.m. ET and will subsequently be viewable on multiple digital, online, and social channels as part of a comprehensive branded content campaign.

Volkswagen is the official partner of SNL'S 50th anniversary season as the brand wraps up its 75th anniversary in the U.S. — “milestone moments for two iconic brands,” says Rachael Zaluzec, senior vice president of customer experience and brand marketing, Volkswagen of America. 

The ID. Buzz, Volkswagen’s all-electric reimagining of the classic Microbus, underscores the brand’s connection to California, a state rooted in car culture, according to the automaker. The parody also references driving routes throughout the Southern California region.

Volkswagen first unveiled the North American version of the ID. Buzz in June 2023 in Huntington Beach, California during the first-ever International Volkswagen Bus Day.

The automaker launched the “Life Half Full” campaign from Johannes Leonardo for the ID.Buzz in November. 

“‘The Californians’ is as synonymous with SNL as the ID. Buzz is with California, making it the perfect vehicle to bring back a sketch that resonates with so many,” Zaluzec says in a release. “Especially in the wake of this recent tragedy that has affected communities across California, we believe in the healing power of comedy.”

The automaker is also encouraging action in the fire relief efforts that devastated Los Angeles and surrounding areas with a monetary donation to the California Fire Foundation to support first responders and their families throughout the state. 

VW is executing a takeover of its main vw.com masthead for the weekend to drive awareness and donations for the California Fire Foundation. 

“They’ll also get a really special call out in a few high profile media placements,” Zaluzec tells Marketing Daily. “We’re really trying to use the opportunity we have to give the Foundation some visibility and show some love to the state that’s loved VW forever.”