Agency: Johannes Leonardo

What do Christian Pulisic and the VW ID.4 have in common? They were both created by a world of pressure. #ID4 #USMNT





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.

This professional campaign titled 'Diamonds' was published in United States in August, 2022. It was created for the brand: Volkswagen, by ad agency: Johannes Leonardo. This Film medium campaign is related to the Automotive industry and contains 4 media assets. It was submitted over 1 year ago.


Advertising Agency (School): Johannes Leonardo
Production Company: Reset Content, Los Angeles, California, USA
Co-Founder & Co-Creative Chairman: Jan Jacobs
Co-Founder & Co-Creative Chairman: Leo Premutico
Chief Creative Officer: Julia Neumann
Group Creative Director: Jonathan Santana
Creative Director / Art Director: Carolyn Davis
Creative Director / Copywriter: Matthew Page
Design Director: Charles Watlington
Associate Design Director: Olga Vladova
Head of Production: Maria Perez
Group Executive Producer: Rebecca O'Neill
Executive Producer: Victoria Bennett
Producer: Grace Kenney
Director, Business Affairs: Alesa Blanchard-Nelson
Business Affairs Manager: Joe Bringuier
Broadcast Traffic Manager: Sargia Green
Group Account Director: Sam McCallum
Account Director: Mal Gretz
Account Supervisor: Leah Stoltz
Group Strategy Director: Mary Bakarich
Communications Strategy Director: Cooper Lemon
Senior Strategist: Brendan Chareoncharutkun
Senior Strategist: Matthew Choi
Product Information Specialist: Ryan Callahan

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