Australia — Volkswagen has launched a new campaign for its ID. Buzz and Multivan, highlighting how the flexibility and space of its People Movers can accommodate more activities and experiences.
Built around the message “Fit more life in your life,” the campaign from Bernbach positions the two models as vehicles designed to adapt to different aspects of everyday life, from family trips and sporting activities to beach outings and camping.
The campaign is the latest iteration of Volkswagen’s ‘Let’s go for a drive’ platform, which launched in 2024. It follows last year’s ‘Why the Long Car’ campaign, continuing the brand’s use of its advertising heritage to communicate the capabilities of its vehicles.
Two hero films directed by Justin McMillan via Clockwork demonstrate how the ID. Buzz and Multivan can accommodate different needs. The executions feature scenarios such as transporting a family, carrying sporting equipment and heading away for outdoor trips.
The campaign focuses on the idea that choosing a larger People Mover does not necessarily mean compromising on enjoyment. Instead, Volkswagen uses the vehicles’ flexible interiors and practical features to show how additional space can support different lifestyles.
Steve Hey, Creative Director at Bernbach, said, “Most people upsize to a People Mover to give them more space. And these vehicles have a boatload of it. But the real benefit of having more space is what you can do with it.”
“And, of course, it doesn’t hurt when all that space comes wrapped in the unmistakable shape of an iconic Volkswagen van,” Hey added.
Meanwhile, Michelle Rowney, Head of Marketing and Product for Commercial Vehicles at Volkswagen, said, “Our customers are looking for a vehicle that can adapt to whatever life throws at them. This campaign captures the versatility of the Volkswagen Van range in a way that feels human, relatable and inspiring. It’s about enabling people to say ‘yes’ to more of what matters.”
The campaign launches nationally this month across digital, social and large-format out-of-home, alongside the two hero films.