Volkswagen (VW) leveraged its partnership with the United States Soccer Federation (USSF) and the US Women’s National Team (USWNT) around the FIFA 2023 Women’s World Cup through an integrated ‘Anything But Ordinary’ campaign promoting its new VW Atlas and Atlas Cross Sport.
The campaign, created with agency Johannes Leonardo, captures parallels between the new Atlas models and the women’s squad: built around the twin ideas of a sleek, restyled vehicle and a team featuring a new generation of talent – embodied by athlete ambassador Alyssa Thompson.
The creative celebrates the team’s unique skills, personalities and their authentic stories which are pitched as being, like the new Atlas and Atlas Cross Sport, ‘Anything But Ordinary.’
The work was spearheaded by a pair of spots – titled ‘The Juggle’ and ‘Nailed It’ – which ran ahead of and during the tournament on US broadcasters Fox and Telemundo and on owned and paid social channels.
These videos were supported by content running on digital banners, a range of organic social content running across VW digital channels, plus podcast integrations on soccer content by media partner The Athletic before, during and after the tournament which was hosted by Australia and New Zealand between 20 July and 20 August.
‘The Juggle’, promoting the VW Atlas Cross Sport SUV, premiered on 17 July, while ‘Nailed It’ rolled out from 19 July.
‘The Juggle’ sees USWNT star Alyssa Thompson, the youngest player on the squad, leaving practice whilst continuously juggling a ball all the way to the car park before finally flicking it into the boot of her Atlas Cross Sport.
While ‘Nailed It’ features players Andi Sullivan and Ashley Hatch at the training ground. At first it seems like they are practising free-kicks, but in reality they are aiming shots behind the goal as they try to land the ball into the Atlas.
The supporting social media included kit-led content with Nike focused on the front of shirt VW logo.
“We set out to highlight the extraordinary talent of the US Women’s National Team and introduce the world to the unique and fun personalities of its new rising stars,” explained Johannes Leonardo.Executive Creative Director Jonathan Santana. “This changing of the guard of one of the most historic teams in world sport also presented the perfect opportunity to launch the newly styled Volkswagen Atlas & Atlas Cross Sport. Capturing the parallel between these two entities both receiving a refreshing update, in a fun, witty and restrained way. A contrast to the big over the top commercials we’re accustomed to seeing.
“Our ambition with this campaign was to blend authenticity, genuine player interactions, a joyful spirit, and an unwavering passion for the game, resulting in a captivating celebration of the remarkable updates in both the team and our vehicles,” added VW North American Director of Consumer Experience and Partnerships Jeff Sayen. “Through compelling storytelling and a distinctive approach, we invite viewers to immerse themselves in the authentic narratives of these exceptional athletes, shining a spotlight on their distinctive personalities. Much like the new Atlas and Atlas Cross Sport, they embody a spirit that is truly ‘Anything but Ordinary.'”
The campaign was created for Volkswagen Group of America and set to a brief created by a client team led by Chief Executive Officer Pablo Di Si, Marketers Andrew Savvas and Rachael Zaluzec and Partnerships Managers Jeffrey Sayen, Jessica Wolf and Rese Chorpening by Johannes Leonardo.
The group working on the project at the creative agency included Chairs Jan Jacobs and Leo Premutico, Executive Creative Director Jonathan Santana, Creative Director Jim Robbins, Associate Creative Directors Julian Cohen and Mikayla LaPierre, Art Director Andreas Karlsson, Copywriter Noah Bramme, Design Directors Charles Watlington and Olga Vladova, Designer Manny Sodhi, Head Of Production Tasha Cronin, Executive Producer Rebecca O’Beill, Producer Jay Jenkins, Director Of Business Affairs Alesa Blanchard-Nelson, Business Affairs Managers Denise Klapp and Magdalena Wiater, Traffic Manager Sherry Delgrosso, Account Directors Sam Mccallum, Jackson Klein and Account Executive Emma Pinkus, plus Chief Strategy Officer Steve Zaroff and Strategy Directors Mary Bakarich and Adam Van Dyke.
Production was handled by Smuggler with Director Rubberband, Managing Director Sue Yeon Ahn, Head Of Production Alex Hughes, Executive Producer Jaclyn Larson and Line Producer Luigi Rossi.
Editorial was run by Cabin Edit with Editors Sam Ostrove, Talia Pasqua and Alex Hughes, Executive Producer Hope Duhaime and Producer Grace Hammerstein.
Post production and VFX was a unit at The Mill New York with Executive Producer Mandy Harris, Producer Hayley Savage, Coordinator Juli Wright, Creative Director Matt Fuller, 2D Leads Vi Nguyen, Heather Keister and Rex Carter, plus Compositors Chris Russo and George Gijo Peter.
Additional post was by Blacksmith VFX Colourists Mikey Pehanich and Sam Howells, plus Executive Producer Adam Vevang.
Music and sound was by Wave Studios NY with Sound Mixer Aaron Reynolds and Executive Producer Vicky Ferraro and by Consortium Composer Seth Olinsky and Producer Maggie Flatley.
Comment
The brand and agency feel that this campaign’s approach stands out from other advertiser activations during the tournament as its ‘challenges the standard sports ad tropes’.
Certainly, rather than focusing on classic, high-energy hype videos blending brand footage with on-field action, the tactical and creative focus here is on presenting the players and the car in a way that aims to ‘feel as unique as the subjects themselves’.
Did they succeed? We will leave it up to you to decide.
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