Volkswagen gives an even stronger emotional charge to its brand and a new impetus to its global electric strategy. The brand opens the sales activities of the iconic ID. Buzz with an exceptional collaboration with “Obi-Wan Kenobi”, the brand new limited series of Star Wars which will air on Disney + on May 27, 2022. The campaign launches with a personalized advertisement produced in collaboration with Lucasfilm and Industrial Light & Magia with Scene ID. Buzz and some familiar Star Wars characters, as well as lead actor Ewan McGregor, who will also serve as Volkswagen brand ambassador.
“We bring together two strong global brands in this collaboration and generations of fans who have grown up with their respective icons. We are really excited about this unique creative collaboration. Ewan McGregor is the perfect match for us, as he has been a huge Volkswagen fan since childhood, collecting and driving Volkswagen cars every day. Their involvement not only increases our brand awareness, it also adds authenticity to our message. I welcome Ewan as our new brand ambassador, as he creates the perfect link between our fascinating past and our desire to create a carbon neutral future, “said Klaus Zellmer, Volkswagen executive board member responsible for sales, of marketing and after-sales assistance.
An alliance that will attract worldwide attention
The anticipation for “Obi-Wan Kenobi” is huge, as fans around the world are hoping for the return of the iconic Jedi Master. This same emotional connection is felt by Volkswagen enthusiasts for the iconic ID. Buzz, this long-awaited electric model.
“By joining forces, we will have the opportunity to reach out to a new audience on topics such as electric mobility, innovation and digitalization. In that regard, we’re really excited to be working with some of the best creative teams in the film industry, ”said Zellmer. The collaboration begins with a custom commercial, produced in collaboration with Lucasfilm and Industrial Light & Magic using their industry-leading virtual production solution, ILM StageCraft on The Infinity Stage.
“This groundbreaking, first-rate campaign and the spectacular creations produced by Lucasfilm and ILM are 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, which Scholz & Friends and Markenfilm worked on, will span multiple markets and deliver personalized content on TV and digital, as well as eye-catching billboards and social media. It will also extend to an exciting design collaboration, in which the designers of Volkswagen and Lucasfilm have jointly created two IDs. Buzz “Star Wars Edition”, which will be presented at the Star Wars Celebration in Anaheim, California, the largest dedicated event in the world, at the end of May.
The spot can be viewed here:
Ewan McGregor becomes a brand ambassador
Reprising his starring role on the show, Ewan McGregor also becomes the new Volkswagen brand ambassador. Volkswagen enthusiast, Ewan has his own collection of classic cars: “I’ve been a Volkswagen enthusiast all my life. Since I got my first Volkswagen at 16. And I’ve been collecting them ever since. Ewan McGregor had already taken an active part in the world premiere of the ID. Buzz in March: “The ID. Buzz really has character. It is unusual for a recent car and it makes me smile. I think it’s a really happy car. “
Another key element of brand positioning
The Volkswagen brand has been in the midst of a transition since 2016. As part of this change, a new logo and brand image have been introduced and the brand has focused its strategy on electromobility. Volkswagen is also taking new approaches in its marketing communications activities, including its far-reaching involvement in football, globally sponsored recreation, activities on new global events such as the US South by Southwest festival in March 2022.
About Disney +
Disney + is the streaming house dedicated to films and programs from Disney, Pixar, Marvel, Star Wars and National Geographic, as well as the new brand of general entertainment content in select international markets, Star. Part of Disney’s Media & Entertainment Distribution segment, Disney + is available on most Internet-connected devices and offers ad-free programming with a variety of original films, documentaries, action and animated series, and short content. In addition to unprecedented access to the incredible library of Disney movies and TV shows, the service is also the exclusive home streaming of the latest releases from Walt Disney Studios.
The Disney + membership requires you to be over 18 to register.
About Obi-Wan Kenobi
“Obi-Wan Kenobi”, the new Lucasfilm limited series for Disney +, will debut exclusively on Disney + on May 27th. In the series, Ewan McGregor reprises the role of the iconic Jedi Master. The story begins 10 years after the dramatic events of “Star Wars: Revenge of the Sith”, in which Obi-Wan Kenobi faced his greatest defeat: the fall and corruption of his best friend and Jedi apprentice, Anakin. . to the dark side as the evil Sith Lord Darth Vader. The series also marks the return of Hayden Christensen as Darth Vader. The other actors are Moses Ingram, Joel Edgerton, Bonnie Piesse, Kumail Nanjiani, Indira Varma, Rupert Friend, O’Shea Jackson Jr, Sung Kang, Simone Kessell and Benny Safdie. “Obi-Wan Kenobi” is directed by Deborah Chow and produced by Kathleen Kennedy, Michelle Rejwan, Chow, Ewan McGregor and Joby Harold.
About Lucasfilm Ltd.
Lucasfilm Ltd, a wholly owned subsidiary of The Walt Disney Company, is a global leader in film, television and digital entertainment. In addition to feature film and series production, the company offers state-of-the-art visual effects and audio post-production, digital animation, immersive storytelling and global merchandise management for its entertainment properties, including legendary STAR WARS franchises and INDIANA JONES. Lucasfilm Ltd. is headquartered in Northern California.
Lucasfilm, the Lucasfilm logo, STAR WARS and related properties are trademarks and / or copyrights, in the United States and other countries, of Lucasfilm Ltd. and / or its subsidiaries. © & TM 2022 Lucasfilm Ltd. All rights reserved.