Beats by Dre has attached itself to Manchester United forward, Marcus Rashford’s, struggles ahead of the English Premier League, in a tribute video by Dave. Volkswagen has attached itself to the struggles of Christian Pulisic, captain of the US Men’s National Team ahead of the FIFA World Cup. Football draws a crowd.
Volkswagen’s campaign, by Johannes Leonardo, is part of the brand’s three-year US soccer partnership and the next phase of its Drive Bigger brand platform. The 60-second spot tells Pulisic’s story of overcoming pressure to create greatness, aligning the struggle with Volkswagen’s efforts to achieve a mass adoption of electric.
The campaign aims to point out the positive side of working through pressure and remove cynicism around moving towards an electric future. The film is narrated by English football commentator, Martin Tyler, and its launch coincides with the production of Volkswagen’s all-electric ID.4.
It follows equally untraditional car commercials, Those Guys for the Volkswagen Atlas, and Break Free for the Tiguan.
Diamonds will make its TV debut during the English Premier League on Saturday, August 6 and will run during the Emmys, The Tonight Show, Late Night with Seth Meyers and 20/20, supported in social and digital.
