Volkswagen wants America to fall in love with driving again and it's using the Super Bowl to make the ask

Volkswagen wants Americans to fall back in love with driving and has launched its Drivers Wanted campaign to coincide with the Super Bowl this weekend.

The New England Patriots will face off against the Seattle Seahawks at Levi’s Stadium in Santa Clara this Sunday. 

And with millions set to tune in for the big game, Volkswagen thinks it’s the ideal time to put out a call for the new generation to start saying ‘yes’ more – and to celebrate the joy of driving. 

The campaign has already kicked off with a 90-second advert you can see above, but the German carmaker will also unveil a 30-second ad during the Super Bowl. 

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Volkswagen wants Americans back in the driver’s seat

Back in 2024, Volkswagen used the Super Bowl to mark 75 years in the US with its An American Love Story advert, which took viewers through the carmaker’s long-standing history on American roads. 

Last year, the automaker skipped the Super Bowl commercial break, but it’s back with a brand-new campaign this weekend. 

And it’s actually got a long-standing history. 

VW originally introduced its ‘Drivers wanted slogan back in the late 1990s, and used it to highlight its ‘human-centric approach to design, performance, and culture’.

Now, the same phrase has been reintroduced for a new generation, with a new ad dubbed ‘The Great Invitation: Drivers wanted’. 

The newly released campaign is a call to action for the new generation to ‘say yes to possibility, originality, and optimism by living life in the driver’s seat’. 

And in a sweet nod to the era it was initially launched, the new ad is set to House of Pain’s 1992 hip hop anthem Jump Around. 

“Our passion has always been about our cars and our people; our drivers, our dealers, our employees,” Volkswagen Group of America President and CEO Kjell Gruner said.

“This campaign celebrates that connection and invites everyone to share in the joy of driving a Volkswagen.”  

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Carmakers love a Super Bowl commercial

Carmakers often take advantage of one of the year’s largest sporting events to unveil new campaigns and spend millions of dollars to do so.

Back in 2020, Porsche used the event to showcase the Taycan: the marque’s first-ever electric car. 

The slick ad, titled The Heist, featured almost a dozen different Porsche models zipping around Germany before revealing the Taycan. 

And just last year, Jeep used its Super Bowl commercial to take a playful swipe at rival Ford. 

The advert, fronted by Harrison Ford, examined the long histories of both Jeep and Ford.

But it ended with a sly dig at Ford. 

“This Jeep makes me happy, even though my name is Ford,” Ford said.

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