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Volkswagen Group Africa recreates iconic 1988 ad
Volkswagen Group Africa has brought together more than 1,500 employees at its Plant Kariega facility to recreate the brand’s historic “VW You and Me” campaign, forming a human version of the Volkswagen logo as part of its 75th anniversary activities in South Africa.
The activation revisits the original 1988 television advertisement, which featured thousands of employees working together and was widely recognised in South Africa, including being ranked as the country’s favourite commercial that year by Adtrack, part of the Kantar Group, and receiving a Loerie Award.
Reviving a legacy campaign for a milestone year
The updated campaign has been developed in partnership with Ogilvy South Africa, which also worked on the original concept under its previous name in collaboration with Volkswagen’s local operations. The new version was filmed over three days at the Kariega production facility, incorporating large-scale employee participation.
The recreation includes employees positioned along the Volkswagen spekboom logo planted in 2021, alongside individual and group portraits highlighting the workforce behind the brand’s local manufacturing operations.
Bridget Harpur, head of marketing for Volkswagen Passenger Cars: "This advert hails from a different era, but it resonated with customers for a number of reasons. It still rings true for the Volkswagen Group Africa we see today, with diverse teams working together proudly towards the common purpose of delivering quality vehicles. With 2026 being the 75th anniversary of Volkswagen in South Africa, it seemed like the perfect time to revitalise this advert and remind South Africa what Volkswagen continues to stand for."
Employee participation highlights workplace culture
The production featured broad employee involvement across departments, with nearly half of the workforce participating in the logo formation and additional appearances in filmed sequences. The initiative was positioned internally as a reflection of workplace pride and shared identity within the organisation.
Employees described the experience as both personal and symbolic, with several long-serving staff members taking part in front of the camera for the first time.
Ulrich Schwabe, production director at Volkswagen Group Africa: "Even though I joined Volkswagen Group Africa over 30 years after the original advert was made, I know what an important memory it is for many of our employees. To show off our plant and the pride of our employees through this new advert is a privilege, and it is fitting to do so during our 75th anniversary year, where we celebrate the legacy and impact of Volkswagen in South Africa over more than seven decades."
Campaign connects heritage with current workforce
The initiative forms part of broader anniversary activities marking 75 years of Volkswagen operations in South Africa, highlighting both historical brand storytelling and the company’s current manufacturing footprint.
By revisiting one of its most recognised local campaigns, Volkswagen Group Africa aims to reinforce continuity between its legacy messaging and present-day workforce culture.
