Meet the "CEO"—or Chief Excitement Officer—who will enthusiastically introduce you to the brand-new VW ID.Cross. The launch campaign for the all-electric Volkswagen ID.Cross was created by the renowned creative duo Frithjof Ohm and Matthias Pretzsch.
"We had the opportunity to shoot the comprehensive launch campaign, which has just been released on Volkswagen websites, social media, and other digital and non-digital channels." — Frithjof Ohm incl. Matthias Pretzsch, creative duo.
Creative direction for the global campaign was handled by the renowned agency Bernbach / BBDO Berlin. The "Built with Excitement" launch campaign for the Volkswagen ID.Cross deliberately adopts an unconventional approach to EV marketing: focusing on pure fun. Instead of promoting standard technical specifications like range or charging times, the agency Bernbach (Omnicom) highlights the fun factor and the emotions that come with it.
The man featured in the campaign is British actor, singer, and songwriter Shak Hussain; he embodies a fictional persona—the "Customer Excitement Check Expert." His sole mission in the campaign is to put the new ID.Cross through its paces—specifically to test how much emotional excitement the car sparks in customers.
Volkswagen is showcasing this engaging character on websites, TikTok, and other social media channels to connect with a younger, digitally savvy audience in a humorous way.
"Big day for the team. Today Volkswagen unveiled the all-new ID. Cross, and with it, our new campaign: Built with Excitement. We got to bring this one to life from the ground up, product film, campaign platform, and yes, a Chief Excitement Officer who is going to have a lot more to say in the coming weeks. Proud of what our team put into this, the ideas, the craft and proud to have partnered with such a great client and production team on it who brought this to life with us. More to come." Thomas Koch, Executive Creative Director for Volkswagen Global @ Omnicom.
And we also like to quote Christine Wolburg, Chief Brand Officer at Volkswagen Passenger Cars: "With the world premiere of the all-new electric ID. Cross, we are introducing another true Volkswagen. Just like the ID. Polo, this vehicle was built by listening closely to our customers and focusing on what truly adds value to their lives. Today’s product film kicks off our new campaign, Built with Excitement. It celebrates the passion, creativity and dedication that our teams have invested in every detail of this car.
To bring that spirit to life, we have even introduced a new Chief Excitement Officer, whose mission is to showcase the exciting features and moments that make the ID. Cross special. Stay tuned, he is just getting started. My sincere thanks to the entire Volkswagen team for creating such a fantastic vehicle, and a special thank you to everyone who helped bring this launch and campaign to life."
The entire stills shoot took place in the Lisbon region, with a large team of local Portuguese talent working on set design and art. The campaign spot was filmed in the Gläserne Manufaktur Dresden.
Excitement intended. – The campaign launches concurrently with the start of international pre-sales for the vehicle in around 20 European markets. #BuiltwithExcitement
