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Volkswagen – Hello Light

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The diesel emissions scandal of 2015 led to a long, dark night of the soul for Volkswagen. Now, the car maker has finally emerged from the shadows with a stunning brand campaign for the US market.

The first piece of work from VW's new lead brand agency Johannes Leonardo, Hello Light - which aired last night [5 June] during Game 3 of the NBA Finals - is shot primarily in darkness. Slices of light illuminate the steps that Volkswagen has taken to address its murky chapter, including instituting new ethics and compliance programs and investing in electric vehicle development and production. 

Somesuch director Daniel Wolfe brings a beautifully pared-back aesthetic to the spot, which helps drive home the simple message: what matters most is how you respond.

Hello Light will be followed by the Drive Bigger phase of the campaign, which is set to launch on June 11. 

“This brand platform we are launching with Volkswagen will act as a north star for the company to ultimately transform their business,” said Jan Jacobs, co-founder and CCO of Johannes Leonardo. “We’re embarking on arguably the most important chapter in the history of one of the world’s best advertisers. We are honoured to be part of it.”

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