Volkswagen is returning to advertising in the Super Bowl for the first time in about a decade with the spot's focus on 75 years in America, though the Chattanooga factory is briefly featured.
The 60-second commercial to be aired during Sunday's game recalls the German brand's arrival in America with the Beetle. It also highlights the ID. Buzz, the battery-powered van slated to arrive at dealerships in the U.S. this year.
"The (Chattanooga) plant will be featured briefly, and we thought that the 75th anniversary of the first VWs arriving here and the imminent arrival of the ID. Buzz were great brand moments," said Mark Gillies, Volkswagen Group of America's director of public relations and reputation.
Gillies said in an email the last VW Super Bowl spot aired in 2014.
The ad will run during the third quarter of the game on CBS and on the Spanish-language broadcast on Univision, according to the automaker.
On Friday, VW released a two-minute extended cut of the spot dubbed "An American Love Story" as part of its celebration of 75 years in America and countdown to the game.
With songwriter Neil Diamond singing "I am... I said" in the background, the commercial shows black and white clips of the Beetle hitting America's streets.
Other VW models are then seen in clips, along with the Chattanooga factory and ID.4 electric SUV that's built there. The ad nears its end with a head-on shot of the ID. Buzz, which is the battery-powered emotional successor to the iconic Microbus.
Lance Acord, who was creator of the popular VW Super Bowl commercial "The Force" that ran to promote the Chattanooga-made Passat sedan, returns as director of the new ad in conjunction with creative agency Johannes Leonardo, according to the automaker.
Rachael Zaluzec, Volkswagen of America's senior vice president of customer experience and brand marketing, said that over the past 75 years, the car company's journey has woven into the fabric of the United States.
"With this short film, we are not just celebrating our history, but also embracing a future of innovation and sustainability," she said in a statement. "You'll also find a few nods to past VW creative work -- to give that signature wink we've become known for. It's our way of saying 'thank you' to America for being a part of our story, and an invitation to stick with us as we embark on exciting new chapters."
The two-minute version pairs historical and recreated footage, and it's filled with visuals that encapsulate Volkswagen's role in some of America's most recognizable cultural moments, according to VW.
Included in the spot are scenes from "Herbie Rides Again," "Herbie Goes to Monte Carlo," "The Simpsons," and "Star Wars" character likenesses, the automaker said.
Following Sunday's game, the 60-second version of "An American Love Story" will be online, including Instagram, as part of the brand's 75th anniversary social media campaign, the company said.
Watch the two-minute ad at bit.ly/vw75years.