The mischievous Minions from Illumination’s Despicable Me 4 will now play a key part in Volkswagen’s global campaign. The carmaker is launching a series of marketing actions simultaneously in various markets as part of a global cooperation with the film.
In Germany, for example, the characters from the new film will appear with the players from the German Football Association (DFB) in a campaign to promote the new GOAL special-edition models at the start of the European tournament. The collaboration launches just in time for the theatrical release ofIllumination’s Despicable Me 4 onJuly 3, 2024 in the US and in Germany on 11 July 2024.
“The Minions are likeable and approachable, exactly the image the Volkswagen brand wishes to portray,” Susanne Franz, Chief Marketing Officer Volkswagen, said. “Their special kind of humor fits well with our twinkle-in-the-eye approach to marketing. The creative force of Universal Pictures, Illumination and Volkswagen has the potential for us to make a splash at the European championship with a humorous, innovative and catchy campaign.”
Just how the Minions, with their distinctive welding goggles, help emotionalize the Volkswagen brand varies from market to market. In Germany, Illumination’s Despicable Me 4 teams up with the men’s national football squad to promote the marketing measures for the new GOAL special-edition models. An exclusive equipment package is currently available for the ID.301, ID.4, ID.502, Polo, Taigo, T-Cross, T-Roc, T-Roc Cabriolet, Golf, Golf Variant, Touran and Tiguan. Customers can benefit from savings of up to €3,70003 compared with the manufacturer's recommended retail price for a model with equivalent equipment.
There are also further activities with the new film: The campaign is already underway in North America to promote the Atlas. In Latin America and Mexico, the focus is on the Teramont. Volkswagen Commercial Vehicles will also be joining the global cooperation.
Packed with non-stop action and filled with Illumination’s signature subversive humor, Despicable Me 4 is directed by a co-creator of the Minions, Oscar® nominee Chris Renaud (Despicable Me, The Secret Life of Pets), and is produced by
About Illumination’s Despicable Me 4.
