VW Elegantly Celebrates the Joy Saudi Women Feel While Driving

Minimalist approach illustrates the freedom of the road

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Last June, the Kingdom of Saudi Arabia lifted the prohibition against female drivers—which had been in place since the 1950s. While it’s not known how many Saudi women have received their driver’s licenses, brands like Audi, Shell, and even Burger King celebrated the (long overdue) change this summer. For the most part, each brand has taken a more respectful and delicately celebratory tone.

Now, in a similar vein, VW is adding its own touch to Saudi Arabia’s progress with a series of films that touch on the simple joy of driving, something Westerners may sometimes take for granted.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in