Volkswagen ID. Buzz gets buzzed by Obi-Wan Kenobi


Volkswagen promotes the ID. Buzz with a remarkable collaboration with “Obi-Wan Kenobi”; the all-new Star Wars limited series arrives on Disney+ on May 27, 2022. The campaign kicks off with a custom ad made in collaboration with Lucasfilm and Industrial Light & Magic with the ID. Buzz and some familiar Star Wars characters as well as lead actor Ewan McGregor, who will also serve as Volkswagen’s brand ambassador.

“We unite two strong global brands in this collaboration and generations of fans who grew up with their respective icons. We are really excited about this unique joint creative collaboration. Ewan McGregor is our perfect match as an avid Volkswagen fan since childhood, a driver and a daily collector of Volkswagen cars. Their involvement not only amplifies our brand awareness, but also adds authenticity to our message. I welcome Ewan as our newest brand ambassador, as he perfectly connects our fascinating past with our drive for a carbon neutral future. said Klaus Zellmer, Volkswagen board member for sales, marketing and aftersales.

The Alliance will attract global attention

The anticipation for “Obi-Wan Kenobi” is huge, as fans around the world await the return of the iconic Jedi Master. That same emotional connection is felt by Volkswagen enthusiasts for this iconic van ID. Buzz, with the launch of a highly anticipated electric model.

“By joining forces, we will have the opportunity to engage new target groups in e-mobility, innovation and digitization. In this regard, we are really excited to work with some of the best creative teams in the motion picture industry,” said Zellmer. The collaboration kicks off with a custom spot, made in conjunction with Lucasfilm and Industrial Light & Magic using their industry-leading virtual production solution, ILM StageCraft on The Infinity Stage.

“This first-class, innovative campaign and spectacular creative produced by Lucasfilm and ILM is the perfect way to celebrate the release of ‘Obi-Wan Kenobi’ on Disney+, said Lylle Breier, SVP Global Marketing Partnerships at Walt Disney Studios.” We can’t wait to share it with fans around the world.”

The 360 ​​campaign, worked by Scholz & Friends and Markenfilm, will run across multiple markets and will see personalized content on TV and digital, as well as eye-catching billboards and social media. This will also extend to an exciting design collaboration in which designers from Volkswagen and Lucasfilm have co-created two “Star Wars Edition” IDs. Buzz which will be unveiled at Star Wars Celebration in Anaheim, Calif. – the largest event of its kind in the world – by the end of May.


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