In celebration of Volkswagen’s 75th anniversary in South Africa, more than 1,500 employees of the Volkswagen Group Africa family gathered to capture yet another unforgettable moment. (Photo: Provided)
Volkswagen’s advertisements have always achieved something special: They make you laugh, cry and remember at the same time, and they always make you want to just take the long way – the kind of advertisement that doesn’t just sell a car, but captures a feeling.
Just think of the iconic advertisement in which the legendary David Kramer is towed on his bicycle behind a Volksie bus with its cross tires on his way to taste Sannie van der Spuy’s lip-smacking milk tart on the other side of the Tierkloof Pass.
Or the heart-warming advertisement that unfolds over the years – where a young couple embarks on life together in their Volla and the car becomes part of first dates and later family memories. The years go by, the children grow up and finally a father hands over the keys of the same beloved car to his son.
Now there is a new advertisement on the way that affects South Africans in a very different way. In celebration of Volkswagen’s 75th anniversary in South Africa, more than 1,500 employees of the Volkswagen Group Africa (VWGA) family gathered to capture yet another unforgettable moment.
In a moment that testifies to pure pride and that true South African “cooperative spirit”, the workers gathered at the Kariega plant long before sunrise on 26 March. Their goal? To form a giant man-made version of the famous Volkswagen logo.
This massive effort recalls one of the most memorable images from the “VW You and Me” commercial of 1988.
At the time, almost 3,000 employees worked together in what became a powerful symbol of what South Africa could be, six years before the country officially became a democratic order.
The ad resonated deeply with many people and Adtrack named it the country’s favorite commercial ad of that year. It also won a prestigious Loerie award.
The new project was undertaken with Ogilvy – formerly known as Rightford, Searle-Tripp and Makin – the same creative partner that produced the original ad in 1988.
According to Bridget Harpur, head of marketing for Volkswagen passenger cars, the strength of the ad lies in the timeless message.
“This ad comes from a different era, but it resonated with customers for many reasons. It still applies today to Volkswagen Group Africa as we know it; diverse teams working together and proud to deliver quality vehicles.”
She says the timing for the revival of the advertisement could not have been better, as Volkswagen is celebrating an important milestone this year.
“This year is Volkswagen’s 75th anniversary in South Africa and it was the ideal time to revive this advertisement and remind South Africa again what Volkswagen still stands for.”
The filming of the new commercial was done over three days at the Kariega plant. Employees were photographed in their usual work environment – from large groups to more intimate scenes.
The impressive “human logo” scene was fashioned alongside the existing Volkswagen bacon tree logo. It was planted by employees themselves on Earth Day in 2021.
Almost half of VWGA’s total workforce eventually participated in the project.
“It was my dream to be in front of the camera,” says Xolile Bangani. He has been working at VWGA for 22 years and currently in the engine plant.
“I acted in an act in my school years and it was very interesting for me to see how the filming actually works.”
Martin Lewis is at the body shop. He has a whopping 28 years of service to his name and describes his participation in the advertisement as an unforgettable experience.
“Although it was unexpected, I did my part to the best of my ability. It was exciting, challenging and just plain fun. Being part of the Volkswagen legacy convinced me to get involved.”
His colleague, Rabia Coetzee, shares the same enthusiasm.
“I love the Volkswagen brand and I want the world to see it!”
Ulrich Schwabe, production director of VWGA, says the new advertisement is a fitting way to celebrate the company’s history.
“Even though I only joined Volkswagen Group Africa more than 30 years after the original advertisement, I know how important this reminder is to many of our employees,” he says.
“To show our aptitude and the pride of our employees through this new advertisement is a privilege. It is also fitting in our 75th anniversary year, where we celebrate the legacy and impact of Volkswagen in South Africa over seven decades.”