Volkswagen of America has teamed up with NBCUniversal for a special co-branded commercial celebrating the 50th anniversary of Saturday Night Live.
The new spot, airing during the "SNL50: The Homecoming Concert," is a playful spin on the classic SNL sketch "The Californians" featuring Volkswagen's ID. Buzz — the all-electric version of its beloved Microbus.
The collaboration highlights the ID. Buzz's innovative design while paying homage to the comedic roots of SNL, blending nostalgia with forward-thinking technology.
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In a press release, Volkswagen of America SVP of Customer Experience and Brand Marketing Rachael Zaluzec highlighted how the spot also commemorates the auto manufacturer's 75th year in the U.S.
"This sketch is as much a part of SNL's legacy as the ID. Buzz is to California, making it the perfect vehicle for this collaboration.
Especially with recent challenges affecting California, we believe in the healing power of comedy."
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The brand's involvement goes beyond entertainment, as the company recognizes the importance of supporting California communities affected by the wildfire.
Alongside the commercial, Volkswagen has made a monetary donation to the California Fire Foundation, which provides relief to first responders and their families.
The commercial aired live on Peacock on February 14 and is now available on various digital and social media platforms.
Volkswagen's partnership with Saturday Night Live showcases how brand partnerships can amplify recognition while aligning with core values.
By integrating the ID. Buzz into a beloved SNL sketch and a cultural milestone, Volkswagen effectively engages a broader audience.
This deepens the brand's connection to California and reinforces its commitment to community support. It especially strengthens emotional bonds with consumers in the wake of the recent wildfire.
What Are You Doing Here?
In this reimagined version of "The Californians," original cast members Fred Armisen, Bill Hader, and Kristen Wiig return to reprise their roles.
The one-minute spot sees the cast back sporting the iconic blonde hair and exaggerated Valley Girl accents that made the long-running soap opera sketch so iconic.
The story revolves around Devin (Hader) and Karina (Wiig) meeting up on Malibu Beach to rekindle their love affair.
Suddenly, they're interrupted by Stuart (Armisen), who shows up in a new Volkswagen ID. Buzz.
The three then have a comedic exchange that highlights the vehicle's many qualities.
Debuting just last year, the ID. Buzz is a perfect fit for a skit that represents California car culture and references well-known driving routes throughout the region.
Volkswagen also posted a short clip on its YouTube channel documenting some of the creative process behind the video.
By sharing behind-the-scenes content, Volkswagen engages viewers and humanizes its brand, making it more relatable and authentic in the eyes of its audience.
Meanwhile, Dove also launched a humorous ad during SNL's anniversary special earlier this week.
