Volkswagen joins forces with "Obi-Wan Kenobi"

Volkswagen launches collaboration with the new limited Star Wars series “Obi-Wan Kenobi with actor, Ewan McGregor, becomes brand ambassador.

Herndon, VA — Volkswagen is giving an even stronger emotional charge to its brand and lends further momentum to its global e-strategy. The company launches sales activities for its iconic van, the ID. Buzz with a stand-out collaboration with “Obi-Wan Kenobi”; the all-new limited Star Wars series coming to Disney+ May 27, 2022. The campaign launches with a customized advert made in collaboration with Lucasfilm and Industrial Light & Magic featuring the ID. Buzz and some familiar Star Wars characters as well as leading actor, Ewan McGregor, who will also serve as brand ambassador for Volkswagen.

Alliance will attract global attention

“We are uniting two strong global brands in this collaboration and generations of fans who grew up with their respective icons. We are really thrilled with this unique joint creative collaboration. Ewan McGregor is our perfect match as an avid fan of Volkswagen since his childhood, and daily driver and collector of Volkswagen cars. His involvement not only amplifies awareness for our brand but also adds authenticity to our messaging. I welcome Ewan as our newest brand ambassador as he perfectly connects our fascinating past with our drive for a carbon neutral future.” said Klaus Zellmer, Volkswagen Board Member for Sales, Marketing and After Sales.

Anticipation for “Obi-Wan Kenobi” is huge, as fans across the world await the return of the iconic Jedi Master. That same emotional connection is felt by Volkswagen enthusiasts for this iconic van ID. Buzz, with the launch of an electric model long awaited.

“By joining forces we will have the opportunity to engage new target groups in regards to e-mobility, innovation and digitalization. In this respect we are really thrilled to work together with some of the best creative teams in the movie industry,” Zellmer said.

Ewan McGregor to become brand ambassador

As Ewan McGregor reprises his leading role in the series, he will also become Volkswagen’s newest brand ambassador. An enthusiastic Volkswagen fan, Ewan has his own vintage car collection; “I have been a Volkswagen enthusiast for all my life. Since I had my first Volkswagen, when I was 16 years old. And I have collected them ever since.” Ewan McGregor had already actively participated in the world premiere of the ID. Buzz in March: “The ID. Buzz has really got character. That is unusual for a new car and it puts a smile on my face. I think it is a really happy car.”

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