Volkswagen World Cup Campaign: Training Bag Causes a Stir
For the 2026 World Cup, Volkswagen Switzerland and Marty Trezzini are rolling out a humorous TV commercial: Three national team players misinterpret the gestures of passersby—and for a moment believe that all of Switzerland is celebrating them.
Volkswagen World Cup Campaign: A Misunderstanding as a Brand Message
For the 2026 World Cup, Volkswagen Switzerland is building on its long-standing commitment to Swiss soccer with a new campaign. In collaboration with the agency Marty—Trezzini, a TV commercial was developed that brings the brand campaign «On the Road Together» to life through a humorous mix-up. At the heart of it: a gym bag left on the roof of a car—and three national team players who completely misinterpret the situation.
From a Faux Pas to a Story
The film shows three national team players who, as they make their way through the city, interpret the gestures of passersby as an exuberant welcome. What they don’t realize is that the people are simply trying to signal to them that there’s still a training bag on the car’s roof. This misunderstanding gives rise to a story that playfully highlights the connection between national teams and their fans—while simultaneously positioning Volkswagen as a reliable everyday companion. Because even when people forget something, what counts in the end is the reliability of their partner.
According to the press release, the concept and execution were a seamless whole. The integrated approach between Volkswagen and Marty—Trezzini enabled quick decision-making and a development process that was closely tailored to the medium of film from the very beginning.
Follow-up on Social Media
The Volkswagen World Cup campaign is complemented by a short ad for social media: This time, a youth team surprises the press on the official team bus. The ads are now airing on TV and across all digital channels and will continue to run throughout the World Cup.
Responsible at Volkswagen Switzerland: Diana Rizzo (Marketing Communications Manager, VW), Melanie Felder (Head of Marketing, VW Passenger Cars)
Responsible at Marty-Trezzini: Francesca Kleinstück & Yves Marty (Creative Concept), Gianluca Trezzini (Executive Producer), Valdita Shabanaj (Line Producer), Fröhlich (Director), Daryl Hefti (DP), Dominik Gspan (1st AD), Raphael Toel (Gaffer), Gregoire Tomat & Nino Burkart (Key Grip), Noah Malin (Drone), Romina Häner (Styling), Marc Nussbaumer (Art Department), Alex Gregory (Color Grading), Jingle Jungle (Sound Design), Levi Giger (Music & Sound Design DC), Sebastian Klinger (VFX)
