VOLKSWAGEN DEBUTS FIRST "DRIVE BIGGER" TELEVISION SPOTS DURING U.S. WOMEN'S SOCCER MATCH
Jun 11, 2019
- Full multi-platform campaign highlights “Big, Bigger” approach
- Premier “Drive Bigger” spot debuts during today’s U.S. Women’s Soccer match
- VW will donate ad time, production work to America SCORES
Herndon, Va. — Following the launch of the “Hello, Light” commercial last week, Volkswagen of America today begins airing the first two television spots that carry the new “Drive Bigger” messaging during the first U.S. Women’s National Team Soccer match of the 2019 FIFA Women’s World Cup.
The campaign is a new direction for the brand in the U.S., built around responsibility, innovation and how a major automaker can credibly contribute to the greater good.
Beyond the two TV spots launching today – titled “Something Big” and “Inspire” – Volkswagen will demonstrate over the weeks and months ahead how “Drive Bigger” will become a touchstone for the company, amplifying the work of the people and organizations who make positive contributions to their communities.
“Drive Bigger goes well beyond a traditional ad campaign,” said Jim Zabel, senior vice president of marketing, Volkswagen of America. “It’s a public declaration of a long-term vision for Volkswagen that calls to a higher purpose, and challenges us all, Volkswagen very much included, to move beyond just self-interest and to consider something bigger.”
Drive Bigger in form, tone and copy, marks a return to the thoughtful, fun and unassuming Volkswagen ads of the 1950s and '60s. The campaign includes work that highlights VW's current fleet as well as its coming electric fleet.
For Volkswagen, "Drive Bigger" is more than a slogan on a web-site or a poster in a dealership. It's a long-term vision for the brand and the company, backed by bold commitments.
The first ad, “Something Big,” employs a series of vignettes to bring the concept of “driving something bigger than yourself” to life – playing out several examples of something “big” compared to something “bigger.” One example: scenes on a busy subway as something big, versus someone offering their seat on the train as something bigger. The aim is to remind ourselves of the bigger picture.
The second spot, “Inspire,” features U.S. Women’s National Team star Alex Morgan, a living embodiment of Drive Bigger for how she uses her platform to look out for the next generation of players and give back to the community. Part of Volkswagen’s multi-year sponsorship of U.S. Soccer is intended to fund programs and provide assistance to develop more female coaches in the United States; while 47 percent of youth soccer players are women, only 15 percent of coaches are female.
Volkswagen will demonstrate “Drive Bigger” by donating a portion of its ad time during the World Cup to America SCORES, a nationwide soccer and language-arts nonprofit that inspires urban youth to lead healthy lives, be engaged students, and have the confidence and character to make a difference in the world.
The campaign will also come to life through print and multi-platform activations that honor the heritage of the brand's advertising.
"Drive Bigger is an idea that surfaces the substantial actions and commitments of a company dedicated to having a positive impact on society and the world at large," said Leo Premutico, co-founder and chief creative officer of Johannes Leonardo. "It will play as important a role inside the company as it will outside of it."
Founded in 1955, Volkswagen of America, Inc. is an operating unit of Volkswagen Group of America and a subsidiary of Volkswagen AG, with headquarters in Herndon, Virginia. Volkswagen’s operations in the United States include research and development, parts and vehicle processing, parts distribution centers, sales, marketing and service offices, financial service centers, and its state-of-the-art manufacturing facility in Chattanooga, Tennessee. The Volkswagen Group is one of the world's largest producers of passenger cars and Europe's largest automaker. Volkswagen sells the Arteon, Atlas, Beetle, Beetle Convertible, e-Golf, Golf, Golf Alltrack, Golf GTI, Golf R, Golf SportWagen, Jetta, Passat, and Tiguan vehicles through more than 600 independent U.S. dealers. Visit Volkswagen online at www.vw.com or media.vw.com to learn more.
WPP is a creative transformation company. We build better futures for our clients through an integrated offer of communications, experience, commerce and technology. For more information, visit www.wpp.com.
About Johannes Leonardo
Johannes Leonardo was formed in 2007 when founders Jan Jacobs and Leo Premutico recognized that there is a fundamental shift happening in the way that consumers ultimately engage with brands. Backed by the "Consumer is the Medium" philosophy coined at the agency's origin, this doctrine has guided their approach to taking on the biggest challenges facing some of the world's most influential brands including VW, adidas Originals, Amazon, EA Sports, and MassMutual. For more information visit: www.johannesleonardo.com.