Arrivals

Volkswagen’s biggest South American launch in recent memory is now taking a starring role in Money Heist, Wednesday, Cobra Kai, The Witcher, and the film Persuasion, in the spot “Arrivals,” created by AlmapBBDO and coproduced with Netflix’s creative team.

This groundbreaking partnership between Volkswagen Brazil and Netflix, the first in Latin America to incorporate several of the platform’s narratives in a single advertising campaign, is a blockbuster production shot entirely in Brazil. The SUVW Tera becomes a character in its own right and is transported into multiple shows and a film in the campaign, with scenes shot 100% in accordance with the authenticity of the Netflix universe, placing Volkswagen’s latest hit at the heart of these epic productions.

“The Volkswagen Tera is arriving in the role it was meant to play: a star of great stories,” says Livia Kinoshita, director of marketing for Volkswagen Brazil and SAM. “And to connect the most important launch in Volkswagen Brazil’s recent history with millions of people across all sorts of worlds and audiences, in an utterly refreshing, authentic, and surprising way, we struck a groundbreaking partnership with Netflix in the platform’s first multi-story campaign in Latin America. ‘Arrivals’ features the SUVW Tera as the star of Money Heist, Wednesday, Cobra Kai, The Witcher, and Persuasion. We used an innovative fusion of real life, fiction, and entertainment to introduce the Tera, a car that’s an irresistible invitation for anyone looking for incredible stories in shows, on the streets, and in their life.”

“The launch of the SUVW Tera represents one of the most daring, innovative, and creative strategies Volkswagen Brazil has ever employed,” says Ciro Possobom, president and CEO of Volkswagen Brazil. “Our goal is to be a brand that’s increasingly human and a part of people’s lives; that’s why we connected the model to entertainment and contemporary lifestyles. It all started with a teaser of the new Tera at Rock in Rio 2024, with the SUVW camouflaged behind an LED glass curtain. Our unorthodox avant-première saw the Tera gliding through Rio de Janeiro’s iconic Sambadrome. We were the first manufacturer to unveil a car during Carnival, the biggest celebration of its kind anywhere in the world. Then came the launch at C6 Fest, at Ibirapuera Park, followed by the biggest launch sale in Volkswagen’s history: we received over 12,000 orders in 50 minutes, a testament to our strategy and the strength of our network of dealerships. Now, this campaign and its groundbreaking partnership with Netflix have come to cap off the Tera’s wildly successful ride.”

The film “Arrivals,” by AlmapBBDO, celebrates the Tera as Volkswagen’s newest icon, putting its concept in step with contemporary pop culture and transporting the car to instantly recognizable Netflix worlds, with shots in which the SUVW’s arrival becomes an iconic entrance scene. The idea is to reinforce that whenever the Tera arrives, it’s unforgettable.