Super Bowl Sunday is right around the corner and automakers are starting to release their ads. Toyota got the ball rolling with a new spot for the 2026 RAV4 and now Volkswagen is following suit with a commercial of their own. ” It’s being billed as a reimagining of their classic Drivers Wanted campaign, which originally launched in the 1990’s.
The commercial shows a series of invitations and aims to reverse VW's sales slide. This includes a dog inviting its owner to play, a woman inviting a friend to dance in the rain, and a group inviting a woman to go for a ride in an ID. Buzz.
Various other vehicles are sprinkled in including the Jetta, Taos, and Tiguan. ” The commercial was directed by Leigh Powis and follows Volkswagen’s last Super Bowl commercial , which was launched in 2024 to celebrate their 75 th anniversary in America. It’s a big bet from the brand as reports have suggested a 30-second spot cost around $7 million.
Volkswagen needs all the help they can get as US sales fell 13% last year to 329,178 units. Things were so bad that every single model posted a decline, except for the ID. 4.
The company is hoping this Super Bowl ad will be a turning point in their sales strategy. With the automotive market being highly competitive, Volkswagen is trying to reinvigorate their brand image and appeal to new customers. By emphasizing the joy of driving a Volkswagen, they are aiming to attract buyers who may have been deterred by previous models.
While it's unclear whether this ad will be enough to reverse their sales slide, it’s clear that Volkswagen is taking a bold step in an effort to revamp their brand and regain market share.