Volkswagen Launches "America" Ad Campaign to Promote All-new Atlas

The campaign will showcase the features of the all-new midsize SUV by following a family’s journey across America.

HERNDON, VA— Volkswagen of America, Inc., today revealed, “America,” a broad new advertising campaign scheduled to debut during primetime on May 1^st that serves as the official launch of the all-new Atlas, Volkswagen’s first family-sized SUV built in America. With a total of eight spots, the campaign shares a heartfelt story of a three-generation family and their cross-country journey through the United States.

“Our first seven-passenger SUV was built with American families in mind,” said Vinay Shahani, Senior Vice President, Marketing, Volkswagen of America. “The ’America’ campaign tells the story of Atlas through the lens of an American family traveling across this beautiful country.”
To tie all eight spots together, the campaign features the same family and various versions of Paul Simon’s song “America” throughout, including the Simon and Garfunkel original as well as a remake recorded by First Aid Kit. Created by the brand’s U.S. agency of record Deutsch, the campaign will run in a variety of formats, ranging from 90 seconds to 15 seconds, for cinema, major TV networks and digital, along with the tagline “Life’s as big as you make it.”

The all-new Atlas is assembled alongside the Passat in Chattanooga, Tennessee, where the U.S. assembly plant has received an additional $900 million investment by Volkswagen. The Atlas arrives in dealerships with a six-year or 72,000-mile (whichever occurs first) New Vehicle Limited Warranty, with coverage that’s transferable beyond the first owner—the best transferable, bumper-to-bumper warranty among SUVs in America.

Behind the Scenes article: http://adage.com/article/cmo-strategy/meet-grandma-vw-s-family-oriented-marketing-bigger-atlas/308871/