In a powerful display of unity and heritage, Volkswagen Group Africa (VWGA) has brought new life to one of South Africa’s most beloved television adverts. More than 1 500 employees gathered at Plant Kariega before sunrise on 26 March to form a striking human rendition of the iconic Volkswagen logo, recreating a moment that first captured the nation’s imagination nearly four decades ago.
The initiative forms part of Volkswagen’s 75-year anniversary celebrations in South Africa, blending nostalgia with a modern narrative that reflects the company’s enduring values. The original “VW You and Me” advert, first aired in 1988, featured close to 3 000 employees from diverse backgrounds coming together in a symbolic show of unity. At a time when the country was still years away from democracy, the advert offered a hopeful vision of collaboration and shared purpose. Its cultural impact was undeniable, earning recognition as South Africa’s favourite commercial of the year and securing a prestigious Loerie award.
Reimagining such an iconic piece required both reverence and reinvention. VWGA once again partnered with Ogilvy, the creative force behind the original campaign, to produce a contemporary version that resonates with today’s audience. Filming took place over three days at Plant Kariega, capturing employees in their daily roles while highlighting the human stories behind the brand.
Central to the production was the formation of the human logo, assembled along the existing Volkswagen spekboom installation planted by employees on Earth Day in 2021. This detail adds an additional layer of meaning, linking sustainability, heritage and people into a single visual narrative. The advert also features a series of individual and group shots, offering a glimpse into the lives and personalities that drive the organisation forward.
For many employees, participation in the advert was both a personal milestone and a source of pride. Long-serving team members embraced the opportunity to step into the spotlight, bringing authenticity and emotion to the production. Their reflections reveal a deep connection to the brand and its legacy, underscoring the sense of belonging that has defined Volkswagen’s presence in South Africa for generations.
The recreated advert is more than a tribute to the past. It is a reaffirmation of Volkswagen Group Africa’s commitment to diversity, collaboration and quality. As the company marks 75 years in the country, the campaign serves as a reminder that its greatest strength lies not only in the vehicles it produces, but in the people who bring them to life.
By revisiting a moment that once symbolised hope and unity, Volkswagen has crafted a message that remains just as relevant today. The new “VW You and Me” advert stands as both a celebration of history and a statement of intent, reinforcing the brand’s role in shaping South Africa’s automotive landscape while continuing to reflect the spirit of its people.
