Reston, VA – In a move that’s sure to rev the engines of nostalgia enthusiasts and car lovers alike, Volkswagen of America, Inc. unveiled a two-minute tearjerker titled “An American Love Story,” just in time for the Super Bowl LVIII festivities. This extended cut, released today, marks the brand’s 75th anniversary in the U.S. and is a prelude to their 60-second ad that will grace televisions during the third quarter of the Super Bowl on CBS and Univision this Sunday, Feb. 11, 2024.
Crafted in collaboration with Johannes Leonardo, Volkswagen’s long-time creative ally, the film offers a whimsical journey through the brand’s 75-year-old love affair with America. It kicks off with the iconic Type 1 vehicles, affectionately known as “The Beetle,” making their way to American shores courtesy of Dutch businessman Ben Pon in 1949. From there, viewers are taken on a nostalgic voyage featuring historical and reimagined moments that highlight Volkswagen’s indelible mark on American pop culture. Expect to see nods to “Herbie Rides Again,” “The Simpsons,” and even “Star Wars,” all while showcasing Volkswagen’s push into the future with the introduction of the ID. Buzz electric microbus in 2024.
Lance Acord, the visionary behind the 2011 Volkswagen hit “The Force,” returns to the director’s chair, bringing his Emmy-winning touch to this latest ad. Set to the heartfelt strains of Neil Diamond’s 1971 anthem “I Am… I Said,” the film not only celebrates Volkswagen’s past but also its commitment to an electrifying future.
In a groundbreaking move for Super Bowl advertising, the extended version of “An American Love Story” was premiered at the 2024 Chicago Auto Show Media Preview, signaling Volkswagen’s intent to deliver this cinematic love letter directly to fans and car owners through the myVW App. The film also pays homage to the brand’s Chattanooga factory and its 5,500 employees, underscoring Volkswagen’s embrace of innovation and sustainability.
Rachael Zaluzec, Volkswagen of America’s Senior Vice President of Customer Experience and Brand Marketing, shared, “’An American Love Story’ is our way of saying ‘thank you’ to America for a 75-year-long journey filled with love, challenges, and triumphs. It’s a celebration of where we’ve been and where we’re headed, with a few winks to our creative past.”
Jonathan Santana, ECD at Johannes Leonardo, reflected on the partnership’s aim to rekindle America’s love affair with Volkswagen, stating, “This film is a testament to Volkswagen’s place in the heart of American culture—a story of an underdog that captured the nation’s imagination. We’re excited to pass the baton to a new generation of Volkswagen lovers.”
With the release of “An American Love Story” and seven video vignettes leading up to the Super Bowl, including a special feature during Saturday Night Live, Volkswagen invites America to join them in celebrating 75 years of shared history and to look forward to the journey ahead.
