Remember Volkswagen’s commercial for the ID. Buzz electric minivan during the 2024 Super Bowl? It was dramatic, retro, raw, and emotional, capturing the essence of the iconic VW Beetle and Microbus that fed the adventurous spirit of young Americans in the 1960s and ’70s and helped make memories that would last a lifetime.
But the “American Love Story” commercial, set to Neil Diamond’s “I am… I Said,” celebrated more than the past: It reflected the passing of the torch from the Microbus to the eagerly anticipated ID. Buzz as a spiritual successor for a new generation.
New Campaign With Old Theme
Volkswagen passed on Super Bowl advertising in 2025, but the German automaker is back with a new campaign that revives a theme some of you might remember from the 1990s.
Today you can see the entire 90-second version of “The Great Invitation: Drivers Wanted,” set to a classic early ’90s hip hop anthem and moving with the irreverent, infectious energy that marked the “Drivers Wanted” campaigns of the time to highlight VW’s human-centric approach to design, performance and culture.
Seahawks, Pats And VWs
But during the big game this Sunday night between the Seattle Seahawks and New England Patriots, you’ll see a 30-second version of the spot during the second half.
We’re expecting the 30-second ad to feature several VWs available currently in the U.S. We know the Jetta sedan (pictured above) will be there, as well as one that came with higher expectations for Volkswagen in the sales chart.
The all-electric ID. Buzz struggled through much of 2025 as many shoppers couldn’t justify spending $60,000 or more for a vehicle with a meager 234 miles of range that doesn’t quite align with the great American road trip. Losing federal tax credits hurt, too.
VW sold 6,140 ID. Buzz vans in 2025, lagging well behind the long-wheelbase Tiguan crossover (78,621 units), Atlas SUV (71,044) and Jetta sedan (54,291). Thin sales led VW to announce in late December that ID. Buzz would skip the 2026 model year in the U.S. but return later this year as an updated 2027 model.
2025 ID. Buzz Still Readily Available
So there are plenty of 2025 ID. Buzz copies filling dealer lots across America (possibly enough to last until the 2027 ID. Buzz arrives), which explains why it appears in the new ad campaign.
A quick search for 2025 ID. Buzz inventory in metro Detroit revealed six models available Monday within 50 miles of Metro Detroit. That includes a $62,342 ID. Buzz Pro at VW of Ann Arbor up to $73,706 for a two-tone ID. Buzz Pro at VW of Troy. Give them a call to see if they’re open to price negotiation.
Helping dealers sell their electric vans makes sense, but it appears the entire VW lineup needs some support, too. U.S. sales for VW were down 13 percent (to 329,813 vehicles) in 2025 from the prior year, and the GTI was down a whopping 35 percent (to 7,235). Every internal-combustion offering was down in 2025, while the ID.4 crossover and ID. Buzz EVs provided the only growth, albeit limited.
30-Second Ad Costs How Much?
The latest VW commercial, directed by Leigh Powis of ProdCo, was shot on location in Houston and intended to highlight all the ways you can say “yes” in life.
“Our passion has always been about our cars and our people; our drivers, our dealers, our employees,” said Kjell Gruner, President and CEO, Volkswagen Group of America. “This campaign celebrates that connection and invites everyone to share in the joy of driving a Volkswagen.”
For the record, we asked VW’s ad agency, Johannes Leonardo, how much it costs to air this 30-second ad during the Super Bowl. A spokesman declined to share the number, but there are reports of some 30-second spots costing $10 million.
Source: Volkswagen
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