Univision and Volkswagen Collaborate on #MovermeEsMiPasion Campaign

Univision and Volkswagen recently joined forces for #MovermeEsMiPasion, a unique campaign designed to reach the Hispanic community through a custom content series in support of the launch of the 2022 Volkswagen Taos SUV. The #MovermeEsMiPasion concept was conceived and executed in collaboration with Volkswagen’s agencies PHD and The Community that featured Latin Grammy-award winning producer Carlos Escalona (DJ Cruz), soccer stars Jonathan dos Santos and Sebastian Lletget, and professional dancer and choreographer Analisse Rodriguez, the multi-platform content series leveraged key cultural moments such as the Latin Grammy’s and the USA vs. Mexico World Cup Qualifier to highlight how the Taos SUV, along with the campaign stars’ passion for their craft, inspire movement in unique ways.

“Partnering with Univision to co-produce the #MovermeEsMiPasion content series allowed us to strategically tap into several verticals we knew would resonate well with our audiences across platforms,” said Kimberley Gardiner, senior vice president, Volkswagen Brand Marketing. “Collaborating with influential figures in music, soccer, and dance, through unique content our creators brought an inclusive element to the launch of the Taos SUV, which is centered upon the joy of movement.”

“Kudos to Volkswagen, they really leaned into our full range of audience expertise and content capabilities. This is a great example of an influencer campaign coming to life across our biggest properties and social media,” said Dan Riess, executive vice president and chief growth officer, Univision. “Getting it right with language and culture really elevates a brand for our audience.”

The social-first campaign, which kicked off November 8th and ran through the remainder of the year, lived across Volkswagen, Univision, and featured stars’ TikTok, Instagram, and Facebook accounts.

Additionally, content aired during some of Univision’s most popular programming, including the network’s live Mexican National Team soccer matches and official soccer pregame show, “Futbol Central,” as well as its flagship morning show, “Despierta America,” and entertainment news program “El Gordo y La Flaca.”

The campaign’s three hero videos were developed and edited under the direction of the Univision Entertainment and Sports production teams:

• Music: Featuring an original audio track from DJ Cruz integrating sounds from the Taos that is included across all campaign content;
• Sports: Featuring friends and rivals Jonathan dos Santos, LA Galaxy and Mexican National Team member, and LA Galaxy and US National Team’s Sebastian Lletget; and
• Dance: Featuring Professional dancer, choreographer, and TikTok star Analisse Rodriguez.