Vw's 2026 Super Bowl Ad Is 90's Nostalgia-driven, For Better Or Worse

Volkswagen

Volkswagen's caller afloat lineup ad, titled "The Great Invitation," is group to aerial during nan 2026 Super Bowl this weekend. And, conscionable for illustration nan decade it celebrates, location isn't a cellphone successful show past nan 5 2nd mark. 

The German automaker's throwback promotional video encourages nan spectator to, well, touch grass. Shirk your responsibilities, opportunity "yes" to life, creation to House of Pain's 1992 deed "Jump Around"—you know, successful a non-threatening way—and astir of all, bargain a caller aliases certified pre-owned Volkswagen. It's what DJ Muggs would person wanted you to do. 

The '90s are hep correct now, pursuing nan retro nostalgia 30-years norm which intends successful nan '90s nan '70s were cool, including nan VW microbus. So people nan microbus' belief successor, the ID Buzz, is beforehand and halfway successful this year's ad. VW is judge to drawback a batch of youngster's eyes pinch this one. 

Check it retired present earlier nan large crippled connected Sunday. 

Volkswagen first utilized nan tagline "Drivers Wanted" in 1995, attached to a bid of youth-oriented campaigns encouraging America's younker to subordinate nan antagonistic taste activity of purchasing a caller automobile from 1 of nan largest companies connected nan planet. "On nan roadworthy of life location are passengers and location are drivers," nan voiceover erstwhile said, pushing everyone listening to beryllium much progressive successful their life choices. In a world progressively packed pinch passengers contented to beryllium and idly consume, Volkswagen erstwhile again wants to necktie its marque to nosy and outgoing experiences, freedom, and progressive choice. 

"Life. If we're not surviving it, what're we doin' here?" That's a awesome question!

Volkswagen

"Our passion has ever been astir our cars and our people; our drivers, our dealers, our employees," said Kjell Gruner, President and CEO, Volkswagen Group of America. "This run celebrates that relationship and invites everyone to stock successful nan joyousness of driving a Volkswagen."

I don't deliberation this advertisement will beryllium peculiarly memorable, but it decidedly shifts nan vibes from different caller VW commercials. This is overmuch much Gen Z coded effort from nan German concern, successful spite of nan throwback soundtrack that is aged capable to beryllium their father's music. Young group ne'er really change, aft all. They want fun, freedom, and self-expression. 

While VW has traditionally tried to scope a manus down to nan younger generations, it isn't nan euphony that makes nan sentiment of nan advertisement ringing false. In nan past Volkswagen could promote young group to bargain their vehicles because they had reasonably quality, fun-to-drive, and affordable vehicles connected trader showroom floors. With 10 exemplary lines disposable successful nan U.S. market, Volkswagen only offers 2 of them for little than $30,000. A guidelines exemplary Jetta costs $23,999 correct now. Meanwhile, nan advertisement heavily features nan ID Buzz, which will tally you an eye-watering $59,995. 

I think Volkswagen is connected to thing here, pushing America's younker to get retired and research nan world astir them. It would mean a batch more, however, if nan institution that made its sanction connected bargain basement minimalist proscription astatine stone bottommost prices really offered that marque of state to America's younker erstwhile more.