“75 years ago, we brought the first Volkswagen Beetle to America. But it’s the American people who embraced us, generation after generation, that truly made us a part of the culture. We shape its metal. You shape its soul.”

Volkswagen has travelled back through its history on a number of occasions in recent years. But it seems to have saved its ultimate history film for the Super Bowl special occasion.

Visually beautiful and underscored by Neil Diamond’s moody, I Am I Said, An American Love Story was created by Johannes Leonardo and directed by Lance Acord. The nostalgic tour through Volkswagen’s 75-year history using historical and recreated footage, leaves no doubt that the car has established a firm place in culture. The tour begins with the arrival of the first Type 1 VW, nicknamed The Beetle and imported by Dutch businessman, Ben Pon, in 1949. The two-minute extended cut also remembers VWs role in Herbie Rides Again, Herbie Goes to Monte Carlo, The Simpsons, and Star Wars character likenesses; in films from Disney, Pixar, Marvel, Star Wars and National Geographic on Disney+, and includes the brand’s Chattanooga factory, home to 5500 employees who assemble the all-electric ID.4 SUV, as well as the Atlas and Atlas Cross Sport SUVs.

The extended cut of the film debuted with a special screening at  2024 Chicago Auto Show Media Preview. Volkswagen is also taking the unique approach of delivering its love letter to current owners through the myVW App. The film also includes the brand’sChattanooga factory, home to 5500 employees who assemble the all-electric ID.4 SUV, as well as the Atlas and Atlas Cross Sport SUVs. 

The commercial will run as a 60-second spot during the Super Bowl and will then be available online, including Instagram, as part of the brand’s 75th Anniversary social media campaign.