VW connects electric vehicles to life-improvements for the modern driver

The ID.4 is the electric car for the people, offering a more approachable campaign from how other EVs have traditionally been positioned.

Meant to show you how you can change the world in your sleep, the ID.4 is positioned as a lifestyle upgrade, not just something for people who are eco-conscious or status-obsessed.

Essentially, Volkswagen has taken a new category that has been otherwise positioned as unattainable by other car brands, and is delivering on an EV vehicle that is made for everyday life. This car is not trying to chase the early adopter, but rather will broaden the appeal of electric. The change to electric is not served up as something that one "ought" to do, but instead something one will want to do, electric is simply a better way to drive and own a car.

And with the new ID.4, drivers don’t have to compromise on space, comfort, performance or versatility, and get the added benefit of an environmentally friendly ride.

A new campaign by Johannes Leonardo offers a fast paced, charming, and relatable experience for viewers with the launch of :30s that celebrate humanity and the real emotion of the everyday while treating the viewer as an intelligent friend along for the ride (in every way true to the DNA of VW’s brand). The work connects the world-changing aspects of mass adoption of electric, to the life-improving aspects of ID.4 adoption with one clear message - Before it can change the world, it has to change yours.

The spots focus on the ID.4's practical needs and how its benefits can seamlessly integrate into everyday contemporary life just by sitting in the driver seat... while also saving the planet.