Volkswagen Looks for America, With Help From Simon & Garfunkel, in This Poetic Cross-Country Trip

Like millions of Americans, Volkswagen would like to leave the past 20 months behind and embark on a completely new journey with a clear head and a little help from the always-reliable Paul Simon. The German automaker last month effectively resolved the emissions scandal that dogged its brand since 2015, and its newest campaign from Deutsch looks to reintroduce VW to an American public that wasn't quite as invested in "Dieselgate" as in other, more directly political controversies. Like so many uplifting epics, this one starts with tragedy, as a family loses its grandfather. But the tribe bonds during a cross-country trip that their late patriarch never made, driving the brand-new seven-seat 2018 Atlas SUV from one coast to another—through a series of stunning landscapes—to throw his ashes into the great Pacific Ocean. [kickout id="1"] That the grandfather immigrated to the U.S. will not be lost on some viewers. And in what cannot be a coincidence, this spot, direct by Benito Montorio of MJZ, shares both a title and soundtrack with the January 2016 ad that officially launched Bernie Sanders' presidential campaign. The work offers a very different take on tagline "Life’s as big as you make it" than March's "Luv Bug" spot, which positioned the Atlas as a great place to get it on ... and on, and on. Beyond the emotionally resonant anthem, several other new spots also rely on different versions of Simon's exploratory classic. [kickout id="2"] Shorter ads in the series, like this one celebrating the impromptu wonder of birds flying in formation, showcase intimate moments shared by family members as they traverse the continent. [kickout id="3"] Lighter spots remind viewers that birds aren't the only creatures one may encounter on the way out west. [kickout id="4"] [kickout id="5"] And of course, it wouldn't be a complete campaign without a few spots showcasing new and improved features, like a customizable digital display, a Pedestrian Monitoring capability for emergency braking needs, and a larger interior for those nights when the crickets aren't the only ones competing for your auditory attention. [kickout id="6"] [kickout id="7"] [kickout id="8"] "Our first seven-passenger SUV was built with American families in mind," Volkswagen of America svp of marketing said Vinay Shahani in a statement. "The 'America' campaign tells the story of Atlas through the lens of an American family traveling across this beautiful country." The model is also built in America. In fact, it's the first VW SUV assembled in the Chattanooga, Tenn., plant that just received a $900 million investment from Volkswagen corporate. Do you see a pattern developing here? The 90-second version of the ad will air in theaters, while the other spots will run on all major networks and cable channels. Key placements include the NBA and Stanley Cup Finals. CREDITS Client: Volkswagen of America Agency: Deutsch Campaign: "America" Client credits President, CEO: Hinrich Woebcken SVP, Marketing: Vinay Shahani Director, Marketing Communications and Media: Jennifer Clayton Advertising Manager, VW Marketing: Chanel Barresi Brand Advertising Senior Specialist: Tammy Nguyen Agency credits Chief Creative Officer, North America: Pete Favat Executive Creative Director: Todd Riddle Group Creative Director: Heath Pochucha Creative Director: Zaid Al-Asady Associate Creative Director/AD: Lindsey King Copywriter: Paul Sincoff (America, Blanket and Bumble) Art Director: Scott Brown (America, Blanket and Bumble) Creative Director/Art Director: Paul Oberlin (Sleeps Six) Creative Director/Copywriter: Matt Sherman (Sleeps Six) Copywriter: Jeb Quaid (Intersection, Maps and Parents) Copywriter: Jessica Schnurr (Coast to Coast) Director of Integrated Production: Vic Palumbo Executive Integrated Producer: Margaret Nickerson Senior Integrated Producer: Ali Issari Associate Producer: Kayla Laufer Music Supervisor: Eryk Rich Music Supervisor: Chase Butters Group Account Director: Tom Else Account Director: Alex Gross Account Supervisor: Erin Shanahan Account Executive: Nate Pouley Director of Product Information: Jason Clark Product Information Supervisor: Chris Brown Co-Director of Strategy: Susie Lyons Group Strategy Director: Donn Rohn Senior Strategist: Ben Perreira Junior Strategist: Leigh Citarella Director of Integrated Business Affairs: Abilino Guillermo Group Director Integrated Business Affairs: Gabriela Farias Talent Coordinator: Kristian Evanculla Director or Broadcast Traffic: Carie Bonillo Broadcast Traffic Manager: Courtney Tylka Production Company: MJZ Director: Benito Montorio Executive Producer: Kate Leahy Line Producer: Martha Davis Director of Photography: Alwin Kuchler 1st Assistant Director: Gregg Dobbin Editorial Company: Cartel Editor: Andy McGraw (America and Coast to Coast) Editor: Leo Scott (Blanket, Bumble, Intersection, Map, Parents, and Sleep Six) Executive Producer: Lauren Bleiweiss Producer: Lauren Pullano Assistant Editor: Vanessa Yuille Post Facility: MPC MPC Flame Artist: Brian Williams VFX Supervisor: Ben Persons Executive Producer: Karen Anderson Senior Producer: Mark Driscoll Production Coordinator: Dori Sharvit Color Correction: MPC Colorist: Mark Gethin Executive Producer: Meghan Lang Producer: Rebecca Boorsma Music (Licensed and Original/Arranged) Licensed Music for America Track: "America" Artist: Simon & Garfunkel Composer: Paul Simon Publisher: UMPG Label: Sony Music Entertainment Licensed Music for Coast to Coast Track: First Aid Kit cover of "America" by Simon & Garfunkel Publisher: UMPG Label: Sony Music Entertainment Original/Arranged Music for Blanket, Bumble, Intersection, Maps, Parents and Sleep Six Track: Singing Serpent covers/arrangements of "America" by Simon & Garfunkel Audio Post Company: Lime Studios Audio Mixer: Joel Waters Executive Producer: Susie Boyajan Assistant Mixer: Stephen Fredericks

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