Volkswagen has just teamed up with Despicable M 4, which is Illumination's new blockbuster movie, and is now rolling out a global campaign. The three-row Atlas, for instance, carries Minions because it has a spare seat.
The campaign has already kicked off in the United States and in Volkswagen' home market, Germany, the country that hosts The UEFA European Football Championship 2024.
Volkswagen will market new GOAL special-edition models, advertised alongside the men's national football team and Illumination’s Minions. The models involved in the campaign are the ID3, ID.4, ID.5, Polo, tango, T-Cross, T-Roc, T-Roc Cabriolet, Golf, Golf Variant, Touran, and Tiguan.
Those who order one of these will benefit from a discount of up to 3,700 euros ($3,957) from the manufacturer's recommended retail price for a model with equivalent equipment.
The Despicable Me 4 characters will show up in the company of Germany's football stars before the theatrical release of the movie, the first of its kind in seven years, on July 3 in the US and on July 11 in Germany.
The campaign is also active in North America promoting the Atlas SUV. A video ad shows Felonious Gru on board the Atlas SUV with his family as the commercial focuses on how much space and comfort the model offers. They are, indeed, delighted with the space provided by their brand-new SUV, but apparently, so are the minions.
One of Gru's kids, Agnes, says there is one spare seat on board the three-row, seven-seat model, so the minions rush in like a herd of buffalos, desperately trying to get inside the Atlas for the planned road trip. However, one spare seat means just one minion. And we have a winner.
Meanwhile, the same seven-seater but under another name, the Teramont SUV, is the star of the campaign launched in Latin America and Mexico. Volkswagen Commercial Vehicles will also join the global campaign.
Susanne Franz, Chief Marketing Officer Volkswagen, says that the Volkswagens are likable and approachable like the minions and claims that the funny characters' special kind of humor fits well with the twinkle-in-the-eye approach to the marketing of the car brand.
Illumination's Despicable Me 4 is directed by a co-creator of the Minions, Oscar nominee Chris Renaud, and is produced by About Illumination’s Despicable Me 4. The action-packed animation shows Gru, the world's favorite superivllan-turned-Anti-Villain League agent is making a comeback.
Gru, his wife Lucy, together with their three girls, Margo, Edith, and Agnes, welcome a new member to the family, Gru Junior, who is surely giving his dad's a headache because he doesn't show the affection that he was counting on. Meanwhile, Gru Senior is battling Maxime Le Mal and his femme fatale girlfriend, Valentina, as he and his family are forced to leave their home.
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