Featuring Johnny Cash’s These Are My People, Volkswagem’s new spot ‘Same Difference’ tells the story of the regular American families from different backgrounds, and their morning routines.
Volkswagen celebrated parents who are in the throes of back-to-school madness will surely identify with this beautiful, yet chaotic tale. A new spot from Johannes Leonardo depicts four real families from across the country, from all walks of life, enduring the shared human experience of having to get a lot of butts out the door in the morning.
After the rings of the alarms to wake the younger ones, siblings fight over the bathroom, babies cry, pets steal scraps off the table, parents toss kids into seats and gear into the trunk. And no matter how taxing it is to rally everyone into the car and go, they all comfortably fit into their Volkswagen Atlas.
The Atlas is the brand’s bigger SUV, engineered to give people more usable space. While other competitors check the box for seven seats, the Atlas is designed to maximize space for passengers thanks to three rows of seats, with best in class third row legroom and ample storage capacity for all shapes, sizes, and ages to enjoy.
According to the creative agency Johannes Leonardo ECD Jim Lasser, the ad upholds the automaker’s longstanding reputation as being “the people’s car.” While VW qualities of being “practical, versatile, dependable and safe” speak to that, so does the spot’s message. Though the four families in the ad are quite different, they’re united in the challenge of tackling the morning routine. He continues, “In those moments, we felt it was a good opportunity to show how these families were more alike and unified than different.”
Volkswagen creates vehicles for the greater good and seek to promote a value system which stands in opposition to the self interest which pervades the world today. The inclusivity of the Atlas is an example of how VW provides drivers with a product, and a mindset that aspires for something more.
The spot ends with the line, “There’s Room For Everyone,” highlighting the notion that just like the country it was designed for, there’s enough room for everyone in the Atlas.