Review
Memorable
Effective
Style
Heart or Humor
Execution
Emotional
Not bad
The advertising agency Deutsch LA creates this emotional video for Volkswagen. The 90-sec advert promotes 2018 Volkswagen. The marketing story behind this TV commercial is “Follow the journey of one family across the country and across generations. Introducing the all-new 7-seater Volkswagen Atlas. Life’s as big as you make it.”
What is the Song in the 2018 VW Atlas America Commercial? The background song is “America” by “Simon & Garfunkel.”
Some people don’t like the concept that characters drive across America with Grandpa’s ashes, but others find the advert beautiful and sweet. A user sincerely comments “Oh my. Did a Volkswagen commercial just make me cry?”
After the fail with “Luv Bug” commercial, Volkswagen should stick with emotional adverts. They do better emotional ads than funny ads.
Volkswagen 2018 VW Atlas America campaign press release:
VOLKSWAGEN LAUNCHES “AMERICA” AD CAMPAIGN TO PROMOTE THE ALL-NEW ATLAS
The campaign will showcase the features of the all-new midsize SUV by following a family’s journey across America.
HERNDON, VA— Volkswagen of America, Inc., today revealed, “America,” a broad new advertising campaign scheduled to debut during primetime on May 1st that serves as the official launch of the all-new Atlas, Volkswagen’s first family-sized SUV built in America. With a total of eight spots, the campaign shares a heartfelt story of a three-generation family and their cross-country journey through the United States.
“Our first seven-passenger SUV was built with American families in mind,” said Vinay Shahani, Senior Vice President, Marketing, Volkswagen of America. “The ’America’ campaign tells the story of Atlas through the lens of an American family traveling across this beautiful country.”
To tie all eight spots together, the campaign features the same family and various versions of Paul Simon’s song “America” throughout, including the Simon and Garfunkel original as well as a remake recorded by First Aid Kit. Created by the brand’s U.S. agency of record Deutsch, the campaign will run in a variety of formats, ranging from 90 seconds to 15 seconds, for cinema, major TV networks and digital, along with the tagline “Life’s as big as you make it.”
The all-new Atlas is assembled alongside the Passat in Chattanooga, Tennessee, where the U.S. assembly plant has received an additional $900 million investment by Volkswagen. The Atlas arrives in dealerships with a six-year or 72,000-mile (whichever occurs first) New Vehicle Limited Warranty, with coverage that’s transferable beyond the first owner—the best transferable, bumper-to-bumper warranty among SUVs in America.
