• by Tanya Gazdik , August 20, 2023

Volkswagen of America’s campaign for the 2024 Atlas marks the first time the automaker has targeted the Hispanic market with the large SUV.

The two spots —“Too Slow" and “Mateo” — show the upgraded vehicle, which includes a spacious third row and new turbocharged engine.

The goal is to show the the human side of the VW experience, so the vehicle is seen through the eyes of one family.

The agency behind the spots is The Community, which previously worked with General Motors on its Netflix partnership promotional efforts. 

The films were released both online and via media placements earlier this month. In addition to the video across platforms, the campaign also includes audio streaming and sponsored playlists. Media includes channels like Univision, Telemundo and MLB Network, as well as Hulu, Twitch, Vivo, and Amazon. Media will continue to run through the end of the year, with media plan details for 2024 still coming together. 

The family SUV segment of vehicles is crowded, says Rachael Zaluzec, senior vice president of marketing and customer experience for Volkswagen of America. 

“Our Atlas Family ad campaign communicates the versatility and appeal of these vehicles to the Hispanic market in a way that stands out, all executed with Volkswagen’s signature charm,” Zaluzec tells Marketing Daily. 

The spots complement the general market efforts from NY-based creative shop Johannes Leonardo, which feature the tagline "Does Life Beautifully." 

The campaign’s core message revolves around the insight that the modern consumer seeks an SUV that marries practicality with a touch of elegance, all without breaking the bank on a premium price tag.

“Aftershow Aftermath’” and “Carpool Chaos’” showcase the transformative nature of these two models. The former features the catchy '70s song "Dancing in the Moonlight" and shows how the Atlas' distinctive lighting makes it stand out from the crowd. 

Under the direction of Martin de Thurah, the campaign's cinematic approach celebrates everyday moments — those relatable instances we all encounter in our daily lives.

The campaign's narrative extends beyond just the visual. A radio execution, which reinterprets the classic opera “Ave Maria,” introduces listeners to the tale of a teenage girl navigating the whirlwind of family car moments. 

This effort is yet another example of demonstrating the role Volkswagen vehicles play in people's lives, Zaluzec says.  

The work underscores Volkswagen’s commitment to enhancing everyday experiences through thoughtful design and innovation, she says.