Volkswagen returned to the Super Bowl with a 30-second ad featuring one of its most iconic taglines from the 1990s. The “The Great Invitation: Drivers Wanted” commercial comes at just the right time for the company, as sales fell last year, but here’s the thing: this bold move is exactly what the doctor ordered, built around a very simple idea: life is for living, and you should go for it.
The ad begins with a voiceover asking a fairly direct question: why hold back? You know, life is too short. The spot then simply takes off, with a flurry of invitations to party. A dog is eager to play fetch with its owner, wagging its tail the entire time. Friends are yelling for each other to join them in a chaotic dance in the rain. Joy is there in these small, ordinary moments of encouragement. Each moment develops until the energy is intense, thanks to the soundtrack, House of Pain’s 1992 hit “Jump Around.” The song’s beat complements the enthusiasm wonderfully without overpowering the graphics.
Playmobil Volkswagen T1 Camping Bus
- ROAD TRIP: Plan for your next road trip with the PLAYMOBIL Volkswagen T1 Camping Bus
- LIFE-LIKE DETAIL: The iconic red and white-colored van is equipped with a mini-kitchen, fold-down seating that converts into a sleeping area, and plenty of storage space
- JUST LIKE THE REAL THING: Remove the roof to access the camper's interior, seating figures at the table or behind the wheel. Open the two side doors to reveal shelves for your non-perishable foods and a fold-down vanity with mirror
The cars just kind of… fit in. An ID.Buzz appears, offering an invitation to join the ride. We see glimpses of the Jetta, Taos, Tiguan, and Golf GTI, all of which are presented casually and without force. They are not the center of attention; they just allow individuals to feel free and embark on a journey.
Director Leigh Powis nails the pace of the entire commercial, as scenes vary quickly but remain light and carefree. They don’t even have any celebs crash the party; they just keep things authentic and relatable. A Golf GTI even appears with a phone number that just reads “call me,” which adds the perfect touch of humor.
Volkswagen executives claim the entire ad is a love poem to the link between driver and car. They want to inspire a new generation to enjoy driving and embrace a positive attitude behind the wheel. Rachael Zaluzec, senior vice president of customer experience and brand marketing, says the campaign is all about regaining the brand’s historic charm. Kjell Gruner, CEO of Volkswagen Group of America, basically says the same thing, emphasizing that this is about sharing the joy of driving.
