• by Tanya Gazdik , July 8, 2025

Volkswagen is launching several creative campaigns simultaneously around the world.

In the U.S., Volkswagen of America debuts a brand campaign that pays homage to its American workforce. The spot comes at a time when "Made In America" has become a focus of both marketers and consumers. 

The 30-second “Proudly Assembled in Chattanooga,” from Johannes Leonardo, highlights Volkswagen’s commitments to American assembly, sustainability and its valued team members. Media includes national broadcast, digital and social media, with additional placements rolling out throughout the summer.

The plant featured assembles the Atlas, Atlas Cross Sport, and ID.4 in Chattanooga, Tennessee. Also featured in the campaign is the Chattanooga assembly plant’s 66-acre solar array and the sheep herd that help maintain the fields around it. 

“At its core, this campaign is about pride—in our people, in our products, and in the idea that great things are built right here at home,” said Rachael Zaluzec, senior vice president of customer experience and brand marketing for Volkswagen of America, in a release. “Our goal was to highlight what our vehicles can do, where they come from, and the care that goes into each one.”

Elsewhere, in Brazil, VW is launching a campaign in partnership with Netflix from AlmapBBDO.

The creative features Tera SUV. The vehicle was designed, developed, and produced in Brazil, recently launched in Colombia and is aimed at the Latin American market.

The campaign features a long-form spot and social media. The vehicle is shown taking top bill in Netflix properties including "Money Heist," "Wednesday," "Cobra Kai," "The Witcher" and the feature film "Persuasion." The campaign aims to reinforce the idea that whenever the Tera arrives, it’s unforgettable.

Finally, Volkswagen Australia is launching a campaign created in partnership with DDB Group Sydney.

“Batteries Included” aims to tap into the joy of childhood and the emotional thrill of driving, reimagined for the electric era. The automaker is leaning into its legacy of trust, emotion and driving pleasure as it reminds Australians why they fell in love with driving in the first place.

The campaign features three electric vehicles: the ID.4 Pro, ID.5 GTX, and ID.Buzz. Media includes digital, social and out-of-home.