Over the past year, the “Drive Something Bigger Than Yourself” brand point of view has been Volkswagen’s mantra to set aside a society driven by self-interest. In a new campaign, Volkswagen is pushing up against a culture of excess and unveiling its newest articulation of the “Drive Bigger” series, “Excessive Where It Matters,” to launch the new five-seat Atlas Cross Sport.
The “Excessive Where It Matters” campaign was born from the notion that society has become obsessed with an insatiable need for more. In an era of economic tightening, where consumer debt seems to increase proportionally to our need to keep with the latest reality TV star, Volkswagen is offering a release valve by launching a luxurious but modestly priced SUV. Volkswagen is not admonishing excess as a bad thing, but celebrating that Driving Bigger requires leaving unnecessary excess behind.
To celebrate the launch of the new Atlas Cross Sport, Volkswagen partnered with lead creative agency, Johannes Leonardo, on “Excessive Where It Matters.” Featuring two stars of America’s biggest television dramas on wealth culture, Paul Giamatti and Kieran Culkin, the campaign includes three films in a series called "The Accountant."
Film advertisement created by Johannes Leonardo, United States for Volkswagen, within the category: Automotive.