Volkswagen’s famous “Drivers Wanted” campaign helped the German carmaker reach record U.S. sales after it launched in 1995.
Now the company is hoping to recreate that magic by reimagining the campaign for 2026 with a 30-second Super Bowl ad. The spot, “The Great Invitation: Drivers Wanted,” will run during the second half of Super Bowl 60 on NBC and Telemundo.
It follows a longer 90-second film that launches today (Feb. 3). The spots were directed by Leigh Powis of ProdCo, and the campaign was developed by Johannes Leonardo, Volkswagen’s longtime creative and advertising agency.
The ad, set to House of Pain’s 1992 hit “Jump Around,” kicks off with a narrator saying, “Life: If we’re not living it, what are we doing here?” It features a series of invitations, including a dog begging its owner to play fetch and a friend beckoning others to dance in the rain, which celebrate the act of saying yes.
“This campaign is about instilling confidence and optimism,” Rachael Zaluzec, senior vice-president of customer experience and brand marketing at Volkswagen of America, told ADWEEK in a statement. “By reimagining ‘Drivers Wanted’ for a new era, we’re reclaiming what Volkswagen stands for and inviting a new generation to live life in the driver’s seat.”
The rebooted “Drivers Wanted” campaign comes at a challenging time for Volkswagen and the wider auto industry, which is grappling with the Trump administration’s tariffs and the loss of U.S. electric vehicle incentives. Volkswagen’s U.S. sales fell 13% last year compared to 2024, but the company expects sales to rebound in 2026.
Volkswagen last advertised during the Super Bowl in 2024, when its “An American Love Story” ad promoted the company’s 75th anniversary in the U.S. market.
Volkswagen will activate the “Drivers Wanted” campaign throughout the year. It will appear in out-of-home placements in New York City’s Times Square and on social media, including owned and paid channels.
