‘Drivers wanted’ returns as Volkswagen resets brand voice

Volkswagen of America has unveiled the next phase of Drivers wanted, revisiting a long-running creative platform and positioning it for a different generation of drivers.

The campaign launches ahead of the Big Game and focuses on individuality, curiosity, and the decision to act when opportunity presents itself.

The rollout begins with a 90-second film titled The Great Invitation: Drivers wanted. A 30-second cut is scheduled to air during the second half of the Super Bowl on NBC and on the Spanish-language broadcast via Telemundo. The film follows last year’s game day commercial, An American Love Story, which marked Volkswagen’s 75 years in the U.S.

Reframing a long-running creative platform

First introduced in the late 1990s, Drivers wanted has historically reflected Volkswagen’s emphasis on people, culture, and the emotional role of driving. The current campaign reframes that idea as an open invitation, encouraging a younger audience to approach life with confidence, originality, and optimism.

The work was developed in collaboration with Johannes Leonardo, Volkswagen’s long-term creative and advertising agency. The campaign narrative positions driving as an expression of personal choice rather than a functional activity, reinforcing the brand’s long-held human-centered philosophy.

Music, movement, and cultural continuity

Set to an early 1990s hip hop track from 1992, the film draws on cultural references tied to the original era of Drivers wanted. The music underlines the campaign’s tone, reinforcing themes of momentum, intention, and participation while connecting past and present without relying on nostalgia alone.

The film was directed by Leigh Powis of ProdCo and shot on location in Houston, Texas. The production team included stylist Kelle Kutsugeras and production designer Arabella Serrell. Visual storytelling centers on everyday moments that frame driving as a catalyst for connection rather than a destination-driven task.

Invitations that define the story

Throughout the film, viewers encounter small but deliberate moments of invitation, including friends encouraging one another to dance in the rain and a dust-covered Golf GTI marked with a handwritten call me message and phone number. These scenes reinforce the campaign’s focus on choice and participation.

The approach mirrors the original intent of Drivers wanted, which aimed to connect with younger consumers by encouraging them to shape culture rather than follow it. In this iteration, the idea is updated through contemporary settings and characters.

Kjell Gruner, President and CEO, Volkswagen Group of America: “Our passion has always been about our cars and our people; our drivers, our dealers, our employees. This campaign celebrates that connection and invites everyone to share in the joy of driving a Volkswagen.”

Rachael Zaluzec, Senior Vice President of Customer Experience and Brand Marketing, Volkswagen of America: “Drivers wanted is more than a message; it’s an invitation to take the wheel, experience the freedom and fun of the road. Now is the perfect moment to remind our enthusiasts why they love Volkswagen and to welcome others to join in.”

Extending the campaign beyond the Big Game

Volkswagen is supporting the campaign across multiple channels following its television debut. Activations include a presenting sponsorship throughout February of Anything Goes, the podcast hosted by Emma Chamberlain, along with premium out-of-home placements in Times Square.

The brand is also running a coordinated social media program across owned and paid channels. In parallel, Volkswagen is offering a limited-time promotion to existing customers via the myVW app and targeted email communications, providing a 25 percent discount on Driver Gear merchandise through midnight EST on February 9.

www.vw.com

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