Kariega, South Africa – In a powerful display of unity and pride, more than 1 500 employees from Volkswagen Group Africa (VWGA) came together at its Kariega plant to recreate one of the country’s most beloved television commercials. The initiative forms part of the company’s celebrations marking 75 years of Volkswagen in South Africa.
Before sunrise on Thursday, 26 March, employees gathered to form a human version of the iconic Volkswagen logo, an image that echoes the original “VW You and Me” advert from the late 1980s. The moment captured not only a striking visual, but also the enduring spirit of collaboration within the VWGA workforce.
A Classic Reimagined
The original advert, produced in 1988 in partnership with Ogilvy (then Rightford, Searle-Tripp, and Makin), featured nearly 3 000 employees of diverse backgrounds working together. At a time when South Africa was still years away from democracy, the advert offered a hopeful vision of unity and inclusion.
Recognised as South Africa’s favourite commercial of 1988 by the Kantar Group’s Adtrack database, the campaign also received a prestigious Loerie Award, cementing its place in the country’s advertising history.
Now, nearly four decades later, VWGA has teamed up once again with Ogilvy to bring a refreshed version of the advert to life, one that reflects the modern workforce while preserving the original message.
Filming the Future
Production of the new advert took place over three days at the Kariega plant, with crews capturing employees in their day-to-day roles. A highlight of the shoot was the formation of the human logo along the site’s spekboom Volkswagen emblem, originally planted by employees on Earth Day in 2021.
The advert features not only large-scale visuals but also intimate moments, with individual employees and small groups sharing the screen, offering a personal glimpse into the people behind the brand.
Employees Take Centre Stage
For many participants, the experience was both exciting and meaningful.
Xolile Bangani, a 22-year VWGA veteran working in the Engine Plant, described the opportunity as fulfilling a long-held dream. “It was my dream to be in front of the camera,” she said, recalling her earlier interest in acting during her school years.
Martin Lewis, who has spent 28 years in the Body Shop, found the experience both challenging and rewarding. “It was exciting, challenging, and fun. Being part of the Volkswagen legacy convinced me to take part,” he shared.
Rabia Coetzee, another long-serving employee, expressed her enthusiasm for the brand: “I just love Volkswagen and I want the world to see it!”
Honouring a Legacy
According to Bridget Harpur, Head of Marketing for Volkswagen Passenger Cars, the decision to revive the advert was rooted in its enduring relevance.
“This advert hails from a different era, but it resonated with customers for many reasons,” she explained. “It still rings true for the Volkswagen Group Africa we see today, with diverse teams working together towards a shared purpose.”
Ulrich Schwabe, VWGA Production Director, highlighted the emotional significance of the project. “Even though I joined decades after the original advert, I understand its importance to our employees. Showcasing our plant and our people in this way is a privilege, especially during such a milestone year.”
Celebrating 75 Years
As Volkswagen marks 75 years in South Africa, the new “VW You and Me” advert serves as both a tribute to its past and a statement of its future, one defined by unity, pride, and shared purpose.
Through the collective effort of its employees, VWGA has once again demonstrated that its greatest strength lies not just in the vehicles it produces, but in the people who bring them to life.
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