“Diamonds,” the new 60-second spot from Volkswagen, compares the company’s initiative towards a more sustainable future and the incredible pressure that elite athletes feel on a daily basis. It is this pressure that often drives people and brands to be better.
It features cameos from former US soccer player Clint Dempsey and Emmy Award winning actor Brett Goldstein. It tells a shared story of overcoming pressure to create something impactful. It's how that pressure is handled that dictates whether success is achieved or not.
The film opens with US Men’s National Team soccer star Christian Pulisic poised take a deciding penalty kick. We journey through his mind while he remembers back to where it all began, until we arrive right back at the penalty moment. From here we cut to a couple of VW engineers watching the very same soccer game on TV from the Chattanooga plant where the ID.4 is made. The engineers marvel at the pressure Christian is under, and compare it to the pressure electric vehicles are facing and resolve that pressure does indeed make diamonds.