Volkswagen does life beautifully in new campaign

The latest campaign from Volkswagen and NY-based Creative shop Johannes Leonardo, introducing Volkswagen’s latest premium SUV offerings, the 2024 Atlas and Atlas Cross Sport, with the tagline "Does Life Beautifully." 

The campaign’s core message revolves around a simple insight: the modern consumer seeks an SUV that marries practicality with a touch of elegance, all without breaking the bank on a premium price tag.

The spots, titled Aftershow Aftermath and Carpool Chaos, showcase the transformative nature of these two models. Unlike their predecessors and competition, the Atlas and Atlas Cross Sport redefine the SUV experience through a mix of alluring design, spacious interiors, and premium exteriors. Both models present a compelling alternative for families with kids seeking three rows and seven seats (Atlas), as well as for couples and empty nesters in search of a refined driving experience (Atlas Cross Sport).

Under the direction of Martin de Thurah, the campaign's cinematic approach celebrates everyday moments, those relatable instances we all encounter in our daily lives, and expertly showcases their beauty. The campaign goes beyond showcasing a vehicle’s aesthetics; it aims to underline Volkswagen's unique value proposition, crafting cars that seamlessly integrate into people's lives and enhance their experiences.

The campaign's narrative extends beyond just the visual. A radio execution, which cleverly reinterprets the classic opera Ave Maria, introduces listeners to the tale of a teenage girl navigating the whirlwind of family car moments. Atlas' spaciousness emerges as the hero, giving the teen a place to escape. This narrative continues to emphasise how the new Atlas gracefully handles life's challenges.