Image Source: Volkswagen
Volkswagen is bringing back its long-running Drivers Wanted tagline as part of a new Super Bowl campaign, marking the brand’s second appearance in three years. The campaign launches with a 90-second film titled The Great Invitation: Drivers Wanted, which debuted on February 3. A 30-second version is scheduled to air during the second half of the Super Bowl broadcast. The effort reintroduces a slogan first used in the mid-1990s, updating it for a new generation of drivers while retaining its original focus on individuality and driving culture.
The film follows a series of loosely connected moments centred on invitations and spontaneous decisions, from friends urging someone to join an outing to everyday scenes built around movement and connection. The spot references the era in which Drivers Wanted was first established, while visually positioning the campaign in a contemporary context. The commercial was shot on location in Houston, Texas, and directed by Leigh Powis of ProdCo.
Volkswagen says the campaign is intended to highlight “all the ways you can say yes in life,” reinforcing driving as part of a broader lifestyle rather than focusing on technical features or pricing.
The return of Drivers Wanted comes at a challenging moment for Volkswagen in the U.S. market. The brand reported a year-on-year sales decline in 2025, marking its first annual drop since 2022. Against that backdrop, the Super Bowl placement represents both a visibility play and a broader brand statement. Volkswagen of America President and CEO Kjell Gruner said the campaign reflects the company’s long-standing emphasis on its relationship with drivers.
While the Super Bowl spot serves as the campaign’s most visible moment, Volkswagen is supporting Drivers Wanted with a wider media rollout. This includes premium out-of-home placements in New York City’s Times Square, a social media campaign across owned and paid channels, and a presenting sponsorship throughout February of the Anything Goes podcast hosted by Emma Chamberlain.
The campaign was developed in collaboration with Volkswagen’s creative agency Johannes Leonardo. Following the Super Bowl, the 30-second version of The Great Invitation will be available online across Volkswagen’s digital platforms. With Drivers Wanted, Volkswagen is leaning on one of its most recognisable brand assets, not as a nostalgic throwback, but as a framework for its current positioning in a highly competitive and shifting automotive market.
