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Volkswagen’s latest ad campaign for the new 2018 Atlas midsize SUV was launched this month in a series of eight commercials that were designed to appeal to North American families.

Starring a three-generation family, we follow them as they journey across the United States with different versions of Paul Simon’s song “America”, playing in the background. With the tagline “Life’s as big as you make it”, each commercial serves to highlight different features of the Tennessee-built Atlas.

Each video ranges from 15 seconds to 90 seconds in length and along the way, the road tripping family encounters beautiful scenery, experience bonding moments and discover family history, all to fulfill grandpa’s dying wish.

Bringing tears to viewers’ eyes whilst drawing our attention to the Atlas’ bumper-to-bumper limited warranty, panoramic sunroof, 3rd-row access, 4Motion all-wheel drive, customizable digital display, pedestrian monitoring, and of course the spacious seven seat interior.

Pricing for the new 2018 Atlas will start at $33,500 for the Launch Edition and go up to $48,490 for the SEL Premium trim with 4Motion.

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