VW has rolled out a spot for its new seven-seat Atlas that shows a young couple who can’t seem to keep their hands off of each other.
Set to Dean Martin’s “The Birds and the Bees,” the spot opens with the couple getting busy in a VW Beetle. After upgrading to a Jetta to accommodate their newborn baby, the pair then steams up some windows in their new car while an owl disapprovingly looks on — a romp that ultimately leads to a second child and the purchase of a Tiguan SUV.
Three children and a dog later, the couple decides to purchase a VW Atlas to make room for their growing family. The purpose of the spot, which was created by Deutsch, is to show fans of Volkswagen that the brand has models available for all stages of life.
Todd Riddle, executive creative director at Deutsch, said that the ad also demonstrates “how people who grew up loving Volkswagens now have a new option when looking for a really big SUV.”
“Volkswagen has such a rich heritage, it’s easy to want to tell that story – so we actually try to borrow from their past very sparingly,” he said. “But we felt this was the perfect opportunity to use the brand’s strong history – since we’re literally demonstrating how the brand is growing – ultimately into the larger SUV category. Focusing on a young couple who loves the brand and watching them turn in one of their Volkswagen models to the next was a perfect parallel to a growing family of vehicles.”
The spot will air during the Final Four, Stanley Cup playoffs and other primetime programming.