Volkswagen of America Inc. released a two-minute cut of “An American Love Story” during the Super Bowl as part of its celebration of 75 years in America. A 60-second version aired during the third quarter of the game on CBS and the Spanish-language broadcast on Univision.
Created by Volkswagen in partnership with creative agency Johannes Leonardo, “An American Love Story” is a tour of the brand’s 75-year history in America, beginning with the arrival of the first Type 1 vehicles—fondly nicknamed “The Beetle”—imported by Dutch businessman Ben Pon in 1949.
“Over the last 75 years, our journey has woven into the fabric of this country, mirroring its spirit and evolution. You’ll also find a few nods to past VW creative work,” explained Rachael Zaluzec, senior vice president of customer experience and brand marketing, Volkswagen of America, Inc.
The film is filled with visuals that encapsulate Volkswagen’s role in some of America’s recognizable cultural moments. These include scenes from “Herbie Rides Again,” “Herbie Goes to Monte Carlo,” “The Simpsons” and “Star Wars” character likenesses.
The ad concludes with a spotlight on Volkswagen’s ID. Buzz, a vehicle that will usher in the brand’s commitment to electromobility.
The film’s director, Lance Acord, is also credited with Volkswagen’s 2011 commercial “The Force,” which was named best ad of 2011 by Adweek, Creativity and YouTube, and is a perennial entry on lists of favorite Super Bowl ads of all time.
“An American Love Story” is set to Neil Diamond’s 1971 hit “I Am… I Said.” Just like the Beetle and its journey in America, the song resonates with those who seek to find a sense of belonging in the world around them, the company stated.
The production debuted with a special screening at the 2024 Chicago Auto Show Media Preview. The film includes the brand’s Chattanooga factory, home to 5,500 employees who assemble the all-electric ID.4 SUV, as well as the Atlas and Atlas Cross Sport SUVs.
“When we started our working journey with Volkswagen, our goal was to reignite love for the brand in America, while maintaining the spirit of the brand,” said Jonathan Santana, ECD of creative agency Johannes Leonardo.
“Everyone has a VW story, and this one is about American as they come. A tale about how an underdog with big dreams becomes part of the very fabric of American culture. We can’t wait to watch as we pass the baton to a new generation to fall in love with the Volkswagen brand.”
Volkswagen has released seven video vignettes, each paying tribute to the American people and key cultural moments across the brand’s storied 75-year American history. All teasers, and the extended cut, are available online at the 75th Anniversary page of vw.com.
A 60-second version of “An American Love Story” is available online, including Instagram, as part of the brand’s 75th Anniversary campaign.