The ID.4 is Volkswagen’s electric car. In the US, it’s been around for a few years but the brand had never created advertising just for the Hispanic community, one of the largest purchasing groups within the country. As with every big purchase, there are often perceptions that consumers have set in their minds. And the Latino consumers were no different in their perceptions of EVs. Among Latinos there’s the idea that when looking for a car, power is synonymous with loudness and gas. Additionally, since (broadly) Latino’s don’t always live in areas where there are enough changing stations, there’s also a feeling that they’re not convenient or realistic to their everyday lives. Given these barriers, we needed to communicate the power and accessibility that the ID.4 has.

A brother and sister have fallen asleep on the couch, exhausted after a long day. They didn’t even make it to bed. Mom and dad pick them up lovingly and take them to their room. It’s a quiet and peaceful evening. The sleepy music in the background is all about the beauty of the night. The parents finally go to bed too. But then, as soon as they close their eyes, we immediately cut to the next morning, as if not even a minute has passed. The kids are fully awake and fully charged, jumping up and down on the bed.

While we see this, a super speaks to every parent, “Don’t you just love the power of overnight charging?” and we cut to dad getting into his electric VW ID.4, which is as fully charged as his kids.

The super finishes the sentence and reads “Now you do.”

The spot was part of a campaign making up the first bespoke VW EV campaign for the US Hispanic market. The spot reached international audiences in both English and Spanish via social media, YouTube, and press.