Sheep Breaks From the Herd in VW Campaign from Johannes Leonardo

Volkswagen has been hard at work to remake the company and its products and in 2021, the automaker saw the best sales since the 1970s.

Now, Volkswagen is improving on this brand love by entering the next phase of its inspiring Drive Bigger brand platform with the launch of two ads from Johannes Leonardo that are paving the way forward for VW to play a meaningful role in people’s lives. 

'Break Free' features a sheep who is the embodiment of everyone who’s ever wanted to break from conformity, and experience life to its fullest. The VW Tiguan serves as the symbol of breaking from the status quo, an SUV that’s not the conventional choice. 

'Those Guys' features a pedestrian who behaves as if he’s the centre of the universe. In the film’s climactic scene we observe him jaywalking in front of a VW Atlas with a family on board. The Atlas and the family inside it embody the point of view of the brand and the products we make, keeping everybody safe. Even those guys.

In true VW fashion, the work is bucking convention and championing the mindset of VW’s drivers by breathing new life and energy into Drive Bigger. Reflecting the best of VW advertising from the past, the ads re-establish that classic VW tone and represent a shift in creative approach to help change the way people think about driving. 

The work is inviting the brand’s audience to be open minded and live a bigger life by celebrating their joy for the ride. Because life gets bigger when you drive with an open mind.