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The 2024 Volkswagen ID.4 campaign was the first bespoke VW EV campaign for the US Hispanic market. Across two hero spots—Overnight Charging and Toys—the films tell relatable stories, all while showing consumers the beauty and function of the Volkswagen ID.4.
In Overnight Charging, the hero spot, we were inspired by the everyday life of a family with kids.
All parents have asked themselves, at some point, “where do they get that endless energy?” or “will they ever stop?” Hispanic families are known for their vibrant energy, a key ingredient in their daily life.
That is why our ending line hits so close to home: “Don’t you just love the power of overnight charging? Now you do” or, for our Spanish language spot “¿No te parece maravilloso el poder de recarga de la noche? Ahora sí.”
In Toys, we take on the notion that loudness equals power and turn it on its head. Because, with the ID.4, power doesn’t sound like it used to. We all remember those days when we could spend endless hours playing, making sound effects a super power of our imagination. Especially within the Hispanic community, where passion can equal volume. But now, with the ID.4, power feels and sounds different, it can be silent but equally as strong and fast.
Together, the spots reached international audiences in both English and Spanish via social media, YouTube, and press.
