Volkswagen Revives “Drivers Wanted” in Super Bowl 2026 Ad

Autoblog reports Volkswagen’s Super Bowl 2026 “Drivers Wanted” ad features the ID. Buzz despite no 2026 U.S. model, alongside Jetta, GTI and Tiguan.

Volkswagen is making a high-profile return to the Super Bowl in 2026 with a 90-second commercial titled “The Great Invitation: Drivers Wanted”. The campaign leans heavily into nostalgia, reviving the iconic “Drivers Wanted” slogan that helped define the brand’s U.S. advertising in the late 1990s. This time, the message is built around something simple and emotional: saying yes to experiences, to movement, and to the kind of everyday joy that comes from getting behind the wheel.

The spot is packed with warm, cinematic scenes and set to House of Pain’s unmistakable hit “Jump Around”, giving it a pulse of energy and a throwback feel. Volkswagen will air a shorter 30-second cut during the second half of the game, while the full extended version has already been released separately.

But there’s a twist that makes the commercial stand out for more than its feel-good tone. One of its most visible stars is the retro-styled Volkswagen ID. Buzz—an all-electric van that reportedly will not be offered in the U.S. for the 2026 model year. The 2025 version remains listed and available, which raises the possibility that the Super Bowl exposure is meant to keep attention on existing inventory while it lasts.

The ID. Buzz story has already been surrounded by uncertainty. Earlier reports pointed to a production pause in Europe, with rising costs and growing pressure from competitors—including Chinese automakers—frequently cited as part of the challenge. Even so, the model’s long-term return has not been fully ruled out.

Beyond the ID. Buzz, Volkswagen’s Super Bowl commercial also highlights other vehicles from its lineup, including the Jetta, Golf GTI, Tiguan, and Atlas. Missing from the footage are models such as the ID.4, which may be heading toward a rebranding shift, and the smaller Taos.

Volkswagen’s presence is especially noticeable this year because the automotive category is unusually quiet. Only a handful of brands are confirmed to be advertising during Super Bowl LX, including Toyota, which is preparing a campaign celebrating 30 years of the RAV4, and Cadillac, which plans to reveal the livery of its race car ahead of its debut Formula One season.

The price of entry helps explain the limited participation. A 30-second Super Bowl LX commercial is estimated to cost roughly $8 million to $10 million, making every appearance a strategic move rather than a routine marketing play.

In that sense, Volkswagen’s new campaign feels like a statement: the brand is betting on emotion, cultural memory, and a familiar slogan brought back to life. Still, the decision to feature the ID. Buzz so prominently adds an unexpected irony—because the commercial is built around a vehicle that may not even be available to buy in the U.S. next year.