Martin de Thurah Helps VW See ‘Life Half-Full’ for American Launch of ID. Buzz

Following a tease of the ID. Buzz during its Super Bowl ad earlier this year, Volkswagen has launched a campaign to announce the introduction of the ID. Buzz to the US market. 

Created by Johannes Leonardo, the campaign leans into the freewheeling, fun-loving spirit that Volkswagen sees in its drivers. In our overly pressured, time-starved modern lives, the campaign places the ID. Buzz as a vehicle for people who choose to take time to cut loose and find nuggets of enjoyment in everyday activities. Hence the campaign’s title: ‘A Life Half-Full’.

“The ID. Buzz itself was the inspiration for the idea,” says Jonathan Santana, CCO at Johannes Leonardo. “Its iconic two-tone paint job serves as a symbol for seeing life half-full. In the film everyday life unfolds in a visually striking two-tone world that feels fresh, inviting, optimistic, and deeply human — capturing the spirit of a reborn icon.”

The spot begins with a question delivered by Elaine Stritch’s tongue in cheek song, ‘Are you having any fun?’. The song's lyrics help guide VW’s view on life while the arrangement deftly tees up a joyful vibe for the ID. Buzz as it hits America’s roads. It highlights the endless, simple ways to have fun, be that riding on with a broken bicycle wheel or letting your dogs loose with a ball, or running life’s race the way you see fit. 

“Music plays such a big part of Volkswagen’s communications, and this film is no different,” adds Jonathan. The spot concludes with the message, ‘Once you see life half-full, it'll never look the same.’ “And it wouldn’t land the same without this wonderfully witty and joyful song,” he says.

‘A Life Half-Full’ was directed by Epoch Films’ Martin de Thurah who, says Jonathan, captured a spirited and optimistic view on life that felt “fresh and thoughtful” in his approach and vision. “It deftly acknowledged how we deal with life's little curveballs. He also effortlessly brought a side of humanity to this that never felt contrived or overly precious. Seeing people in their daily lives free from distraction, engaged with each other and simply enjoying life with the ID. Buzz as their companion.”

Volkswagen began 2024 celebrating its 75th year in America with a Super Bowl spot aimed at rekindling the country’s love for the automotive brand. “It was a love letter to those who not only drove us and made us part of their families and communities, but who also made Volkswagen a cultural icon,” says Jonathan. “From the Beetle to the bus, the golf GTi to the Jetta and everything in-between, these cars were part of our lives in every way, from counterculture beatniks to music festivals goers, gracing the big screen and cinema to being an enthusiast's dream car shared with others at events.”

The OG bus - the ‘camper van’ played a huge part in all of that. At the end of that Super Bowl spot, Johannes Leonardo included a nod to the ID. Buzz’s arrival. “Now that it is finally here, it's a welcome pop of colour against the ‘greige’ of cars normally seen on American roads and no doubt will be picked up by the same freewheeling, fun-loving VW drivers – a group that's always looked on the bright side of life.

“This is one of those very rare, once in a lifetime opportunities to help launch an iconic vehicle,” says Jonathan. “The ID. Buzz’s arrival in America represents such an opportunity, and with it, the immense responsibility we at Johannes Leonardo had to deliver upon those expectations and rekindle what cemented the original bus in the hearts and minds of Americans in the first place.

And with its iconic two-tone paint job and electric heart, Jonathan feels that this launch is more than just the rebirth of the original bus. “It’s a celebration of optimism, an anthem for people who know how to find fun in the everyday. So, we invited America to see life half-full, to welcome a pop of colour on its roads again, hopeful in inspiring a new generation of drivers to ‘have a little fun’,”