Volkswagen teases the ID. BUZZ, the modern version of the iconic Minibus, in a new commercial.
The spot, created by New York-based agency Johannes Leonardo and dubbed “Hello Light,” opens with references made by news reporters in voiceover to the automaker’s murky past, which includes an emissions scandal in 2015, and goes on with a designer sitting at a drafting table in a darkened room and sketching out the new electric ID. buzz microbus, which he then presents to an audience.
At the end of the video, the I.D. BUZZ microbus briefly emerges from the shadows and the line “In the darkness, we found the light” is flashing across the screen. “Introducing a new era of electric driving” another line reads before the brand’s logo appears.
The soundtrack music is the 1965 single “The Sound of Silence” (originally “The Sounds of Silence”) by the American music duo Simon & Garfunkel, from their debut album, “Wednesday Morning, 3 A.M.”.
The commercial, which debuted during game 3 of the NBA finals on June 5, will be followed by the “Drive Bigger” phase of the campaign on June 11.
The campaign, which introduces the forthcoming electric fleet of automobiles, while also paying homage to the past, is set to run across print media, TV, digital and social platforms.
Volkswagen announced the arrival of 70 new electric vehicles to market around the world, including next year’s planned American launch of a compact electric SUV, inspired by the Volkswagen ID. CROZZ concept car. The German automotive company is also declaring its commitment to achieving global carbon neutrality across its fleet, production, and administration by 2050, to reducing its global carbon footprint by 30% by 2025, and to being carbon neutral globally by 2050.