Volkswagen: Drivers wanted.

We’re at a cultural inflection point that feels a lot like the mid-’90s and early 2000s. In 2026, so much of life is passive, heads down, following someone who’s following someone else.Volkswagen has always stood for people who see the world differently. Right now, we need those cultural drivers more than ever – those people who participate, take chances, and get involved. Bringing back ‘Drivers wanted’ was our way of re-issuing that invitation: don’t just go along for the ride, drive.

This campaign was kicked off with a long form film, followed by a :30 Superbowl spot. But it wasn’t just a commercial —the spot was riddled with invitations to participate, not just watch. For example, the number written into the dirt on the back of the GTI in the film actually lead viewers to a sweepstakes where they could enter for a chance to win a free GTI, USMNT Tickets, or a free 5-day Vacation in NM. We didn’t just make a film, we rewarded the curiosity of a new generation of “drivers.”

If ‘Drivers wanted’ is the ultimate call to jump in, then every element had to reinforce that idea, We built the film around the notion that invitations are everywhere if you’re paying attention.