From AI to social media, it’s easier than ever to go through life as a passenger, not a driver, which was why we decided to relaunch “Drivers Wanted” – a call to arms that’s more pertinent than ever. We didn’t just kick this campaign off with a Super Bowl spot, we did it with an invitation – to say YES to life, to grab the world by the wheel, to be a driver again.
The Great Invitation: Drivers Wanted
Volkswagen
The spot itself was more than just a narrative invitation, it was a literal one, as we hid a real phone number within the commercial. Those who said yes and gave it a call could win a VW Golf.
Not surprisingly, the internet figured it out and invited more people to join in.
The campaign continued with simple, contextual placements that brought the mindset of our Drivers to life.
From social, to PR, the response was overwhelmingly positive.
“That should be the standard for all car ads from here on out. I want every car ad I see Monday through Friday to look like that.”
“In the age of AI, the ways ads are made are increasingly under the microscope—and there’s a growing consumer appreciation for practical craftsmanship behind big-budget advertising.”