Volkswagen x Star Wars for ID. Buzz EV

MANILA: Volkswagen kicks up sale activities for the iconic ID. Buzz van with a special partnership with Obi-Wan Kenobi, an all-new limited Star Wars series premiering on Disney+ on Friday, May 27. The campaign began with a special commercial created in partnership with Lucasfilm and Industrial Light & Magic, featuring the ID. Buzz and some well-known Star Wars characters, as well as leading actor Ewan McGregor, who will also serve as Volkswagen brand ambassador.

In a statement, Volkswagen Board for Sales, Marketing, and After Sales Member Klaus Zellmer said, “We are uniting two strong global brands in this collaboration and generations of fans who grew up with their respective icons. We are really thrilled with this unique joint creative collaboration. Ewan McGregor is our perfect match as an avid fan of Volkswagen since his childhood, and daily driver and collector of Volkswagen cars. His involvement not only amplifies awareness for our brand but also adds authenticity to our messaging. I welcome Ewan as our newest brand ambassador as he perfectly connects our fascinating past with our drive for a carbon neutral future.”

The comeback of the legendary Jedi Master has sparked great excitement among fans all over the world. Volkswagen fans have the same emotional attachment to the iconic ID. Buzz van, which is getting an electric version.

“By joining forces we will have the opportunity to engage new target groups in regards to e-mobility, innovation and digitalization. In this respect we are really thrilled to work together with some of the best creative teams in the movie industry,” Zellmer stated.

“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+,” Walt Disney Studios Senior Vice President for Global Marketing Partnerships Lylle Breier said.

Scholz & Friends and Markenfilm collaborated on the 360 campaign, which runs across several regions and includes custom content on TV and digital, as well as eye-catching billboard advertising and social media. Volkswagen and Lucasfilm designers have also collaborated to create two "Star Wars Edition" ID. Buzz that will be unveiled at the Star Wars Celebration, the world's largest event of its kind, by the end of May.

Ewan McGregor will return as the lead character in the series, while also becoming Volkswagen's newest brand ambassador. McGregor is a Volkswagen enthusiast who has his own vintage car collection. “I have been a Volkswagen enthusiast for all my life since I had my first Volkswagen when I was 16 years old and I have collected them ever since,” he shared. “The ID. Buzz has really got character. That is unusual for a new car and it puts a smile on my face. I think it is a really happy car.”

Since 2016, the Volkswagen brand has been undergoing a transformation. A new logo and brand design were introduced as part of the transition, and the brand started to strategically focus on electromobility. Volkswagen is also coming out with new marketing communication strategies, such as its wide-ranging commitment to soccer, global branded entertainment, and activities on new global brand platforms like the South by Southwest festival in March.

Photos from Volkswagen

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