America... the home of soccer
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For Volkswagen’s 75th anniversary, a brand shaped by the people launches a soccer campaign shaped by the fans.
For the latest 75th anniversary campaign from Volkswagen, in partnership with creative agency Johannes Leonardo, we bucked convention from traditional sports advertising and created a campaign about US soccer, and how it’s been uniquely shaped by its fans. True to Volkswagen’s mission, ‘a brand shaped by the people’.
Partnering with the US Soccer Federation, this social-first, fan-led campaign serves as a rallying cry for American soccer during the biggest soccer tentpole of the year, COPA América. With the 2025 FIFA Club World Cup and the 2026 FIFA World Cup also on the horizon and being played on American soil, it's time for the world to recognise that America not only gets soccer, but that we are the "Home of Soccer."
A couple weeks prior to Copa América kicking off, so does our platform. It celebrates the unique melting pot of US soccer fans and their passion for the game that extends beyond the field and into the everyday despite this culture long being questioned and underestimated by the international footballing community. A planned interview with Christian Pulisic sets the record straight on this perceived doubt as he coins America as the “Home of Soccer”. He is immediately supported with social responses from Landon Donovan, the Extended National Team’s Emily Spreeman and an abundance of ensuing soccer fans from across the country latching on to this phrase. This diverse, and multigenerational community of soccer fans (including older women, Hispanic communities, and everyone in between) lead the charge for the game both on and off the field.
Volkswagen – Everyday
Volkswagen – Fandom
From all the rich and unique social content created, showcasing their unique and diverse contributions, their fandom, their love of the game, their knowledge, and their passion, VW will launch multiple 30: films during the tournament.
As a brand committed to the growth of the game in America, Volkswagen wanted to celebrate the very fans directly impacting that growth. They are the ones who make America the "Home of Soccer".
Rachael Zaluzec, CMO & SVP, Customer Experience & Brand Marketing at Volkswagen of America commented: "Our Volkswagen fans and soccer fans share so much in common," said Rachael Zaluzec, VW of America's senior vice president of customer experience and brand marketing. "It's such a logical, natural blend for us to continue to show up in this space."
Jonathan Santana, Executive Creative Director at Johannes Leonardo commented: "Continuing on from our Super Bowl effort earlier this year, a brand shaped by the people, we are now celebrating our USSF partnership, a game shaped by the fans. A social first, fan lead campaign showcasing America’s diverse and unique soccer culture. In playful defiance we proclaim the US as the “Home of Soccer”. The hope is our campaign not only kicks off Copa America but paves the way to the FIFA World Cup being hosted here in America in 2026. This is our rallying cry, and long drum roll to that moment."
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