US Women's National Team Soccer Stars Embark on Their World Cup Journey with Volkswagen

Johannes Leonardo has launched its latest campaign with for Volkswagen.

The campaign revolves around the convergence of two significant moments for Volkswagen: the US Women's National Team (USWNT) embarking on their World Cup journey and the launch of the new Volkswagen Atlas & Atlas Cross Sport. Johannes Leonardo captured the parallel between these two moments - the VW Atlas and the USWNT - both receiving a refreshing update.

The new Atlas boasts a sleek and restyled look, while the USWNT showcases a new generation of exciting talent, embodied by pro soccer player Alyssa Thompson. At its core, the campaign celebrates the team's unique personalities and invites viewers to witness their authentic stories, emphasising that they, like the new Atlas and Atlas Cross Sport, are 'Anything but Ordinary.'

The work consists of two video executions titled 'The Juggle' and 'Nailed It.' The spots will be showcased during the World Cup on Fox & Telemundo, accompanied by paid social assets, digital banners, podcast integrations on top soccer shows from The Athletic, and a range of organic social content across VW Channels. The approach taken in this campaign stands out from other advertisers during the tournament by challenging the standard sports ad tropes. Rather than relying on high-energy hype videos of highlights and on-field action, the focus is on presenting the players and the car in a way that feels as unique as the subjects themselves.

'The Juggle' follows Alyssa Thompson, the youngest USWNT player on the roster, leaving practice. However, her departure is anything but ordinary, as she continues to juggle the ball throughout, engaging in her usual post-practice interactions with staff and team members. 'Nailed It' captures Andi Sullivan and Ashley Hatch in their natural habitat at the training ground. At first glance, it appears to be a free-kick practice, but in reality, they are aiming behind the goal, attempting to get the ball into none other than the New Volkswagen Atlas.

“We set out to highlight the extraordinary talent of the US Women's National Team and introduce the world to the unique and fun personalities of its new rising stars. This changing of the guard of one of the most historic teams in world sport also presented the perfect opportunity to launch the newly styled Volkswagen Atlas & Atlas Cross Sport." said Jonathan Santana, executive creative director of Johannes Leonardo. "Capturing the parallel between these two entities both receiving a refreshing update, in a fun, witty and restrained way. A contrast to the big over the top commercials we're accustomed to seeing.

"Our ambition with this campaign was to blend authenticity, genuine player interactions, a joyful spirit, and an unwavering passion for the game, resulting in a captivating celebration of the remarkable updates in both the team and our vehicles," said Jeff Sayen, director, consumer experiences and partnerships at Volkswagen. "Through compelling storytelling and a distinctive approach, we invite viewers to immerse themselves in the authentic narratives of these exceptional athletes, shining a spotlight on their distinctive personalities. Much like the new Atlas and Atlas Cross Sport, they embody a spirit that is truly 'Anything but Ordinary.'"