Volkswagen Kicks off a New Chapter of its Drivers Wanted Campaign 

With a debut during that rather popular football game in early February, Volkswagen begins a new chapter of its Drivers Wanted advertising campaign. Sisbarro Volkswagen provides you with the details. 

 The Drivers Wanted campaign dates back to the late 90s and was created to communicate Volkswagen’s human-centric approach to design, performance, and culture, as well as the distinctive driver-pleasing feel of its models. Today, the campaign, designed by the New York advertising agency Johannes Leonardo, offers a forward-looking invitation, calling on a new generation to say yes to possibility, originality, and optimism by living life in the driver’s seat.  

The debut spot, “The Great Invitation,” showcases the brand as a whole. Set to the 1992 hip-hop song “Jump Around” by House of Pain, the spot features a series of invitations, starting with a dog knocking a ball toward its owner as a request to play, followed by a group of people inviting their friend to join them on a trip in their ID. Buzz, a young woman inviting someone inside a VW to join her dancing in the rain; a dust-covered Golf GTI with “call me” scrawled beneath a phone number; the siren call of an ice cream truck prompting spontaneous decisions; and several other instances of someone being encouraged to join in. These moments embody the spirit of saying yes and reaffirm the original campaign’s goal of encouraging young consumers to forge their own paths and shape culture.  

Most scenes could be anywhere, but multiple shots of a city, either up close or in the background, reveal the location as Houston, TX.  Most of the individuals in the spot are young, as VW aims to capture a new generation of “drivers” with the brand’s long-held belief that driving is about much more than getting from point A to point B.  

“Our passion has always been about our cars and our people; our drivers, our dealers, our employees,” said Kjell Gruner, President and CEO, Volkswagen Group of America. “This campaign celebrates that connection and invites everyone to share in the joy of driving a Volkswagen.”   

In contrast to the 2024 game-day spot “An American Love Story,” which celebrated 75 years of Volkswagen in the U.S. and showcased models across the decades, “The Great Invitation” focuses on current models in the VW lineup.  

“Now is the perfect moment to remind our enthusiasts why they love Volkswagen and to welcome others to join in,” said Rachael Zaluzec, Senior Vice President of Customer Experience and Brand Marketing, Volkswagen of America. “’Drivers wanted’ is more than a message; it’s an invitation to take the wheel, experience the freedom and fun of the road.” 

With only one spot available for viewing at this point, it is difficult to determine where VW will go with this campaign, but we will all be watching. In the meantime, Sisbarro Volkswagen extends its own invitation for you to see and experience the exciting lineup of Volkswagens, from the practical and efficient Taos to the very driver-pleasing Golf GTI to the eye-catching and innovative ID.Buzz, or similarly spacious Atlas. 

Tags: 75 Years, Ad Campaign, An American Love Story, Driver's Wanted, Volkswagen
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