Diamonds

With a clear focus on becoming a leader in EVs, Volkswagen is injecting more fun and surprise into their 3-year US Soccer partnership with a new film that dramatizes the benefits of going electric.

Starring Captain of the US Men’s National Team Christian Pulisic, former USMNT player Clint Dempsey, actor and comedian Brett Goldstein and the voice of English Football Commentator Martin Tyler, the 60-second film - entitled “Diamonds” - tells a shared story of overcoming pressure to create something meaningful and impactful.

Small-mindedness is quitting on the hard things that are worth doing. Those who live a bigger life rise to the moment, even when faced with the pressure of big expectations. Elite athletes are under pressure to perform, while Volkswagen is under pressure to change the world with a mass adoption of electric. But how we handle the pressure dictates if we succeed and what we create.

In the ad, viewers journey through Christian Pulisic’s mind while he’s poised to make a deciding penalty kick. He remembers back to where it all began, travels through his career until we arrive back in the penalty moment. We then go to the Chattanooga plant and see VW engineers watching the game on TV while marveling at the pressure Christian is under. They compare this to the pressure electric vehicles are facing and resolve that pressure does indeed make diamonds.

Created by Johannes Leonardo, the film is meant to show the positive side of working through pressure and remove the cynicism some might have around moving towards an electric future. Volkswagen is working to push through the doubt and re-introduce the automaker’s commitment to paving the way forward to a brighter future.

Following the launch of “Those Guys” and “Break Free,” “Diamonds” is the latest effort from VW marking the next chapter of Drive Bigger. Exhibiting a positive and light-hearted tonality, the work is re-establishing that classic, witty VW tone from past advertising to help introduce a new shared mindset of living a bigger life.