Volkswagen ID.4 EV campaign - Before it can change the world, it has to change yours

March 30, 2021 by Volkswagen

• New advertising campaign connects the world-changing aspects of mass EV adoption to personal life-enhancing benefits of ID.4 ownership

•Series of three vignette collections highlight specific features and benefits of owning an ID.4, all tying back to the democratization of electric driving

To celebrate the launch of the all-new ID.4, tonight Volkswagen will debut the first in a series of short films aimed at catalyzing the mass adoption of electric vehicles. Under the recurring message of 'Before it can change the world, it has to change yours,' the spots speak to the versatility of the ID.4 and how EV adoption can change so much, starting at the individual level.

In various segments, viewers are introduced to specific benefits and differences of the ID.4 that are not necessarily 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 showcase the potential paradigm shift that e-mobility can be.

The 'Before…' campaign highlights a wide range of people living with and experiencing the benefits of EV ownership through real-world scenarios. 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 eSUV 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.