Tina Fey and Rachel Dratch Take the Wheel for VW Atlas

NBC100 tie-in spot puts their act on the road

Volkswagen’s Atlas family provides lots of cabin space for self-aware comedy, with Tina Fey and Rachel Dratch driving a :60 that breaks wide tomorrow on SNL.

The series veterans and VW brand ambassadors riff in their classic style, hyping the vehicles’ ample interior in a spot that also celebrates NBCUniversal’s 100th birthday as part of its NBC100 campaign.

It’s not fast-lane funny, but the pair’s chemistry glides smooth as ever and they elevate the material. Fey’s expressions are particularly priceless as the actor hired to play her son reveals he’s 38 years old—while a hot young dude in Dratch’s car turns out to be her Italian fiancé.

It’s like a fake SNL commercial—but more amusing than many of those. (What? We all know it’s true.)

“Our work with NBCUniversal keeps getting better, from bringing back ‘The Californians’ for SNL50 to this reunion of two comedy icons for NBC100,” said Rachael Zaluzec, Chief Marketing Officer and SVP, customer experience, Volkswagen of America. “Families come in every shape and size. And the all-new Atlas was designed to fit them, with the comfort and premium features they want at a value that makes sense.”

Fey and Dratch do a good job of conveying that message, making the point for a mass audience in their inimitable style. Running the ad during SNL adds another fun layer.

For NBCU, the pitch represents a canny use of bankable stars and IP. By plugging into the culture, it’s “a great example of how we continue to put our legacy into action with our partners,” says Mike Marshall, the entertainment giant’s chairman of global advertising & partnerships.

The creative team at NBCU’s Rock Studios developed the initiative.

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