- Volkswagen is returning to the Super Bowl with their first ad since 2024.
- Company is relaunching their Driver’s Wanted campaign after sales tumbled.
- The spot loosely promotes the Jetta, Taos, Tiguan, ID. Buzz, and Golf GTI.
Super Bowl Sunday is right around the corner and that means 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.
Scheduled to debut during the second half, the 30-second ad is known as “The Great Invitation: Drivers Wanted.” It’s being billed as a reimagining of their classic Drivers Wanted campaign, which originally launched in the 1990’s.
More: Automakers Appear To Pass On Super Bowl LX
Set to the tune of House of Pain’s Jump Around, the commercial shows a series of invitations. 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. This continues and various other vehicles are sprinkled in including the Jetta, Taos, and Tiguan.
While the 90-second extended cut is a bit much, Volkswagen claims the spot has an “irreverent, infectious energy” and captures the “fresh energy of Volkswagen’s evolved brand direction.” Volkswagen Group of America CEO Kjell Gruner added the campaign celebrates the connection between cars and people, and “invites everyone to share in the joy of driving a Volkswagen.”
The commercial was directed by Leigh Powis and follows Volkswagen’s last Super Bowl commercial, which was launched in 2024 to celebrate their 75th anniversary in America. It’s a big bet from the brand as reports have suggested a 30-second spot cost around $7 million.
Of course, 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. Buzz and ID.4.
