volkswagen marks a new era of electric driving with 'rebirth' campaign

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.’