A Woman Goes on a Quest for Comfort in Volkswagen Taos Spot

Volkswagen has launched its latest campaign with advertising partners, NYC-based creative shop Johannes Leonardo. The campaign, titled 'No Going Back' is for the legacy car company’s entry-level SUV, the Volkswagen Taos. 

The campaign, 'No Going Back' is positioned to appeal to the entry-level compact SUV buyer, seeking quality, reliability and style. The creative aims to portray a vehicle that sets a new standard for accessible yet luxurious entry-level SUVs, offering German engineering quality as a standard feature. The work emphasises VW’s promise of quality, craftsmanship, and style without the premium price tag. 

The series of spots introduces a relatable character - a woman who searches high and low for a standard of comfort and quality throughout her daily life, in every seat she encounters. It’s only when she seats comfortably in the Taos that she experiences the level of quality she’s been searching for from the finely crafted Taos that’s been built just right. Each spot reveals the unexpected surprises of the Taos, from the satisfying thud of its doors closing to the comfort of its seats - all subtle features that set the Taos apart from the competition.

"Our goal for 'No Going Back' was to tell a compelling story of how quality does not apply to everything we seek. And once you’ve experienced the level of quality that Volkswagen brings, it’s hard to go back.” said Jonathan Santana, executive creative director of Johannes Leonardo. "The work’s narrative and creative elements work together to portray the quality and craftsmanship that sets the Taos apart, resonating with those who appreciate a touch of style in their everyday lives, emphasising that affordable luxury can be attainable for all.”

“Our consumers should not have to sacrifice on quality, no matter what calibre of vehicle they’re driving,” said Rachael Zaluzec, SVP, customer experience and marketing, Volkswagen of America. “This campaign speaks to the quality, comfort, and value that come with investing in an entry-level SUV like the VW Taos.”

Bjorn Rühmann directed the film which brings to life the level of craftsmanship and quality the Taos carries with an unexpected and charming story following a woman and her endless pursuit of perfect comfort.