Created with agency of record Johannes Leonardo, it’s the latest extension┬аof VWтАЩs ongoing тАЬDrive BiggerтАЭ brand platform.┬аPrevious spots that broke this summer include “Those Guys,”┬аabout a guy oblivious to those around him,┬аand “Break Free,”┬аcentered on a sheep who breaks from the herd.
“Each effort points to the ways that VW drivers choose to live bigger livesтАФwhether by choosing not to follow the herd,┬аdriving with others in mind, or sticking with something important no matter the pressure,” said Jonathan Santana,┬аcreative director at Johannes Leonardo. “Executionally, the ‘Diamonds’ film provides a more ambitious premiseтАФa snapshot of Christian’s entire soccer career, sprinkled with some celebrity cameos, rather than zeroing in on one particular moment in the life of a VW driver as other recent work has done,” Santana said.
тАЬDiamondsтАЭ arrives as VW begins production of the all-electric ID4┬аcompact crossover at its plant in Chattanooga, Tennessee, making it the company’s first EV to be assembled in the U.S.┬аThe automaker plans to ramp up ID4 assembly in Chattanooga to 7,000 cars per month in the fourth quarter, with the goal to further increase output in 2023. Vehicles are expected to be delivered as early as October 2022, according to VW.┬а VW has delivered 190,000 ID4 vehicles to customers around the world since its launch in 2021, which the brand marked with a populist-themed campaign.
тАЬDiamondsтАЭ will debut during the English Premier League on Aug. 6 and will run across┬аESPN, Bleacher Report, Fox, NBC, CBS, Fubo TV, TBS, HBO Max, Hulu, and Peacock.┬аThe commercial will also air during the 2022 Emmy Awards, “The Tonight Show,” “Late Night with Seth┬аMeyers” and “20/20.”┬аEarlier this year, Volkswagen marketing reps said that the automaker was shifting towards a more flexible media buying plan due to supply chain shortages.
