Volkswagen plans new direction for brand in America with commercial during NBA finals game

The Volkswagen logo is seen on an Atlas at Village Volkswagen on Thursday, May 18, 2017, in Chattanooga, Tenn. Tennessee gubernatorial candidate Randy Boyd purchased the first Chattanooga-made Atlas.
The Volkswagen logo is seen on an Atlas at Village Volkswagen on Thursday, May 18, 2017, in Chattanooga, Tenn. Tennessee gubernatorial candidate Randy Boyd purchased the first Chattanooga-made Atlas.

Volkswagen of America officials say they're planning a new direction for the brand, jumpstarted by a television commercial during the NBA finals game tonight.

Called "Hello Light," the limited-run spot is a moment for the company to clear the air on the diesel-emission matter, acknowledge what happened and all that it brought about, according to the automaker. The point of the message is that what matters most is how to respond, it said.

Also, starting June 11, an ad initiative dubbed "Drive Bigger" will mark a return to the "thoughtful, fun and unassuming Volkswagen ads of the 1950s and '60s," according to VW.

The campaign includes work that highlights VW's current fleet as well as its coming electric vehicles. The company has pledged to build an $800 million electric vehicle plant in Chattanooga and hire 1,000 more workers.

"This campaign is for all of those we disappointed, all of those who stayed with us, those who worked like crazy to keep us moving forward and for all of those who stopped caring," said Scott Keogh, president and CEO of Volkswagen Group of America. "We have a responsibility to do better, to be greater and we intend to shoulder that responsibility."

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