To celebrate the introduction of the all-new Volkswagen ID.4., tonight the German automaker will premiere the first in a series of short films aimed at catalyzing the mass adoption of electric vehicles.
The spots highlight the ID.4’s flexibility and how EV adoption can change so much, beginning at the person level, with the recurrent message “Before it can change the world, it has to change yours.”
Viewers are exposed to unique advantages and differences of the ID.4 in different segments that are not always realized at first glance.
Highlighted features like voice-activated climate control speak to the usability and personal connection beyond the driver, while home charging and talk of life before EVs highlight the potential paradigm shift that e-mobility can be.
Via real-life scenarios, the “Before…” campaign shows a diverse variety of people living with and enjoying the benefits of EV ownership. In Volkswagen’s signature witty and relatable style, it communicates the life-improving opportunities that owning an ID.4 can bring, both to individual drivers and beyond.
“Our new ID.4 campaign focuses on the incredible potential this vehicle has to make electrification relevant for all – an electric SUV that meets everyday needs and is really fun to drive,” said Kimberley Gardiner, senior vice president, Volkswagen brand marketing. “As more people realize the benefits that come with owning the ID.4, the more elements of EV democratization can become reality.”
The 2021 ID.4 Pro is available for reservation, with the rear-wheel-drive ID.4 Pro starting MSRP at $39,995, before a potential Federal tax credit of up to $7,500. The limited-run ID.4 1st Edition, which sold out the day the vehicle was launched, carried an MSRP of $43,995. A more powerful all-wheel-drive variant will follow later in the year.
“Before it can change the world, it has to change yours” is the latest collaboration between Volkswagen and creative agency Johannes Leonardo. The three-part series of films will make their television debut tonight, as well as on digital and social channels.
The three short films can be viewed below: