volkswagen introduces a new era of electric driving with 'rebirth' campaign and ID. buzz
 

volkswagen introduces a new era of electric driving with 'rebirth' campaign and ID. buzz

after the volkswagen emissions scandal of 2015, the brand has been striving ever since to atone for the damage caused from cheating pollution testing. however, with the new ‘rebirth’ campaign launching the electric ID. buzz, volkswagen intends to wipe the slate clean – or more appropriately ‘clear the air’ – and embark upon a new direction and era for the automotive company. 

 

with creative work from the new york-based agency, johannes leonardo, the first advert of the campaign has been debuted during game 3 of the NBA finals on june 5, 2019. entitled ‘hello light’, the video begins by first acknowledging volkswagen’s murky past. but then, with the help from some rather emotive simon & garfunkel, the commercial shows a designer sketching out a new vision for the brand and ultimately, unveiling a glimpse of the long-awaited, electric ID. buzz microbus.

all images and video courtesy of johannes leonardo

 

 

in addition to the ‘hello light’ commercial, volkswagen will also be releasing the ‘drive bigger’ phase of the campaign on june 11, 2019. signifying a step forward for the company and with references to VW ads from the 1950s and 60s, the advertisements will be run in print media, TV, digital and social platforms. with a playful tone, the series introduces the forthcoming electric fleet of automobiles, whilst also paying homage to the past. 

the ‘drive bigger’ phase of the campaign

 

 

‘drive bigger’ proudly announces the company’s huge investment in electric vehicle production. the brand is reporting a staggering $50 billion is being spent through to 2028, with 70 new electric vehicles coming to market around the world, including next year’s planned american launch of a compact electric SUV, inspired by the volkswagen ID. CROZZ concept car. they are also declaring their commitment to achieving global carbon neutrality across its fleet, production and administration by 2050, and by 2025, the company intends to reduce its global carbon footprint by 30 percent.

the ads pay homage to the past whilst presenting a vision of the future

 

 

with this new series of commercials, volkswagen intends to send a strong yet simple message regarding their past indiscretions: what matters most is how you respond‘this campaign is for all of those we disappointed, all of those who stayed with us, those who worked like crazy to keep us moving forward and for all of those who stopped caring,’ said scott keogh, president and CEO, volkswagen group of america. ‘we have a responsibility to do better, to be greater and we intend to shoulder that responsibility.’

since the emissions scandal of 2015, the brand has been striving ever since to right their wrongs

 

 

project info:

 

campaign name: ‘rebirth’

campaign design: johannes leonardo

company: volkswagen

  • Oh gosh,

    It was the Futura all the time. Since Volkswagen change their typeface, ‘the look’ is not the same. I wish they kept the Futura.

    Efi Kabak says:
  • NOT AGAIN! …every few years VW parades a mostly naked lady in a sheer nightgown out with a tag line; “She’s coming to your house, big boy.” If I ran the company I would do a skunkworks and simply begin shipping some to dealers. This ‘cry wolf’ .. ‘promise of sex’ is worthy of VW of the 1980’s.

    Jimmy

    Jimmy Xi says:
  • This, is a remarkable campaign!

    Kyle says:
  • I really do not like the comparison to the beetle bug car. This car has been the root of the Volkswagen company and to call it a lemon is highly offensive to me as a german living in the United States. I understand the reasoning for limiting the footprint, which is great, but there should’ve been another way to tell the story. This STILL does not look good for Volkswagen. So, they produced a “lemon” to come this far? Don’t think so. I am not even looking at the new buzz, only seeing the “lemon” now. I am very offended by this to say the least. I grew up with this vehicle and it was NOT a lemon, unless you want to call many Germans to drive a lemon for many years. Not cool.

    Renate Foster says:
  • Great, but why stop there? Why not an electric bug and an electric Karmin Ghia?

    Michelle Stanton says:
  • This has to be the best commercial on tv. Its beautifully done and for me a real joy to watch. Fantastic job.

    Nick DiStasio says:
  • I have been waiting to buy, what I hope, could be my last car. I hope it is a VW. I still have my first car, a ’71 Super Beetle, that my husband drives. Where can I find info and stats on your new EV models? Are any of the new Walmart charging spots here in San Diego/ Southern Cal?

    Pamela Morris says:
  • I love it. It’s time for a change in the right direction. Its simply brilliant color and design are retro but fun. I congratulate the designers and builders for such a great take and revised version of the VW van.

    Angela Duff says:
  • I totally agree with this add being offensive and I live in America. America has become a mecca for downtrodden. Whether it be a race or product. Sickening way to play on the weaknesses of the sense of false superiority complexes. Who lied about it’s blueprint on the environment? A German or an American? That’s the question.

    Angie Moland says:
  • I fail to understand why VW brings up the “bad news” of diesel gate! Let’s just promote the new VW van instead of bringing up negative history that most people have forgotten about already!!

    Dayne Anderson says:

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