Despicable Me and Volkswagen’s New Global Campaign
Photo credit: Volkswagen
Volkswagen’s worldwide advertising campaign will showcase the clever Minions from Illumination’s Despicable Me 4. For example, in an attempt to sell the new GOAL special-edition models, characters from the newly released movie will be joining the German Football Association (DFB) players before the start of the European tournament in Germany. The collaboration starts right before Despicable Me 4 hits theaters on July 3, 2024, in the US, and July 11, 2024, in Germany.
The Minions and the Volkswagen brand are both well-known in several regions for their famous welding goggles. The German men’s national football team is promoting marketing activities for the new GOAL limited-edition versions in conjunction with Illumination’s Despicable Me 4. An exclusive equipment package is offered for the ID.3, ID.4, ID.5, Polo, Taigo, T-Cross, T-Roc, T-Roc Cabriolet, Golf, Golf Variant, Touran, and Tiguan.
“The Minions are likable 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.”
In addition, there are new activities related to the movie: In North America, the Atlas promotion campaign has already commenced. The Teramont is the primary draw in Mexico and Latin America. VW Commercial Vehicles will participate in this global partnership as well. Despicable Me 4, an action-packed movie produced by About Illumination’s Despicable Me 4 and directed by Chris Renaud, an Oscar® candidate who co-created the Minions (Despicable Me, The Secret Life of Pets), is filled with relentless action and Illumination’s signature subversive humor.
The first Despicable Me movie in seven years, Illumination’s Despicable Me 4, features the triumphant return of Gru, the world’s favorite supervillain-turned-Anti-Villain League agent. Prepare for a thrilling, audacious new chapter in the mayhem that is Minions. The largest animated film franchise in history is launching a new chapter following Illumination’s Minions: The Rise of Gru, which made about $1 billion in revenue globally in 2022 and became a global sensation. Gru (Steven Carrell), Lucy (Kristen Wiig), and their daughters, Margo (Miranda Cosgrove), Edith (Dana Gaier), and Agnes (Madison Polan), greet Gru Jr., who is intent on tormenting his father, as a new member of the family.
As Maxime Le Mal (Will Ferrell, the Emmy winner) and his femme fatale girlfriend Valentina (Sofia Vergara, the contender) present Gru with a new foe, the family is forced to flee. The film features a cast of new characters, including Joey King (Bullet Train), Emmy winner Stephen Colbert (The Late Show with Stephen Colbert), and Chloe Fineman (Saturday Night Live). Oscar® nominee Steve Coogan returns to the character of Silas Ramsbottom, while Pierre Coffin plays the voice of the Minions, a beloved character.
Chris Meledandri, the CEO of Illumination, and Brett Hoffman, the executive producer of The Super Mario Bros. Movie and Minions: The Rise of Gru, are the creative minds behind the company. The screenplay was written by veteran Despicable Me writer Ken Daurio, White Lotus creator Mike White (who won an Emmy), and animation director Patrick Delage (who directed Sing 2 and The Secret Life of Pets 2).
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