Volkswagen's Catchy Super Bowl Spot Brings Back Iconic '80s Hit to Celebrate Electric Innovation

Volkswagen is excited to announce the launch of its new all-electric campaign in a fun-filled commercial during the Canadian broadcast of Super Bowl 57. In their mission to Be the Change, Volkswagen is out to show Canadians that EVs are fresh, fast, and undeniably fun.  

The commercial, entitled 'Electric Feels Good,' is set at a gas station, where a group of friends have stopped not for gas, but for a late-night snack and some fully-electric fun in the highly-anticipated ID. Buzz – Volkswagen’s all-electric reimagining of the legendary Microbus, that is expected to arrive in Canada in 2024. The commercial is also a nod to an iconic Volkswagen spot from 1999 starring Tony Hale, but this time it’s set in the world of EVs.  

Type1/TAXI is the agency team behind the campaign. “Other automotive brands have shown EVs as cold, futuristic machines, or as an eco-obligation on four wheels. Volkswagen wanted to change that conversation. We were inspired by the feeling that we got when we first saw the ID. Buzz. It’s incredibly modern, yet classic at the same time. It makes everyone smile.” said Allen Kwong, croup creative director at Type1/TAXI. 

The commercial features Mr. Roboto, a popular 80's song by Styx. Volkswagen also placed several cleverly hidden Easter eggs throughout the spot as a reward for keen-eyed viewers. From showing the ID. Buzz, to the Easter eggs, to the song itself – it's all part of the feel-good factor this campaign aims to share.  

“You can tell people how to feel, or you can make them feel it for themselves. That was our goal: to create infectious energy and just have fun with it. Mr. Roboto still feels as relevant today as it did back in 1983, and now we get to introduce it to a whole new generation of fans. It’s the perfect Electric Feels Good anthem,” added Mike Richardson, associate creative director at Type1/TAXI. 

"Volkswagen has always been The People’s Car. And as we help lead the transition to electric mobility, we wanted to bring VW’s spirit of joy and optimism to a conversation that often feels too scary or too activist. This is pure VW fun, backed by some pretty amazing technology.” said Lynne Piette, director of marketing for Volkswagen Canada. “The ID. Buzz is instantly iconic – there’s nothing else like it in the marketplace. Its DNA from the legendary Microbus opened the door for us to go all in on fun.” The ID. Buzz is the latest addition to the growing ID. Family that includes the ID.4 which is now being produced in Volkswagen’s new North American EV plant in Chattanooga, Tennessee.

The campaign kicks off on television during the Super Bowl 57 broadcast, and will appear in digital, social (including TikTok), cinema, Out of Home, and on VW’s owned channels over the next several months.