Starring Tina Fey and Rachel Dratch, the Spot Puts a Comedic Spin on Everyday Life, While Showcasing the Design and Technology of the All-New 2027 Volkswagen Atlas and Atlas Cross Sport
New York, NY – NOVEMBER 6, 2026 – Long time collaborators NBCUniversal and Volkswagen of America are bringing comedy, familiar faces and family fun to audiences in a new advertising spot starring Tina Fey and Rachel Dratch. Celebrating NBC100 and the all-new 2027 Volkswagen Atlas family, the spot puts a humorous spin on finding the right fit for your life, showcasing how drivers can enjoy premium features, without compromising on comfort and space.
Debuting during Saturday Night Live on November 7, the spot reunites longtime friends and former SNL castmates, Fey and Dratch, for a playful take on family life. As Fey drives an all-new Atlas, a few unexpected twists in her family lineup make for a playful encounter with Dratch, who is behind the wheel of an all-new Atlas Cross Sport. The spot pairs the signature chemistry of the two comedians with the Atlas’s blend of space, comfort and style.
“Rachel and I have been making each other laugh for a long time, so getting to work together again for a project with VW in celebration of NBC100 was an easy yes,” said Tina Fey. “It’s a fun way to be part of such a big milestone for the network, especially when you get to do something a little unexpected with it.”
“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.”
“For 100 years, NBCUniversal has brought people together around the moments that matter,” said Mark Marshall, Chairman, Global Advertising & Partnerships, NBCUniversal. “From SNL50 to NBC100, our longstanding relationship with Volkswagen is a great example of how we continue to put our legacy into action with our partners. Bringing Tina Fey and Rachel Dratch back together celebrates our history in a way that feels special, while connecting Volkswagen with audiences through the entertainment and culture they love.”
The partnership reflects how NBCUniversal and its advertisers can build on the company’s legacy of premium entertainment to develop campaigns that connect with viewers in fresh, impactful ways. It also showcases the capabilities of Rock Studios, NBCUniversal’s award-winning in-house creative engine, which brings together iconic IP, talent and creative expertise to develop original brand storytelling with tangible results.
As part of its broader NBC100 collaboration, Volkswagen will be represented across NBCUniversal’s portfolio with a 2027 Atlas vehicle featured onsite at the December 10 primetime anniversary special, integrations in Volkswagen’s booth at the Los Angeles Auto Show, activations around Macy’s Thanksgiving Day Parade and more. This milestone builds on the longstanding relationship between the two brands, including their work across SNL50, which brought back “The Californians.”
Assembled in Chattanooga, Tennessee, the completely redesigned 2027 Volkswagen Atlas and Atlas Cross Sport bring bolder design, smarter tech and more upscale interiors to the brand’s largest SUVs. More family-friendly features are standard than ever before, including a power tailgate, rear sunshades, dual wireless charging, USB-C charging ports in every row, and Park Distance Control, along with a new front center airbag and IQ.DRIVE driver assistance features. Both Atlas vehicles are more stylish and comfortable than ever before, with real wood decor and available front massage seats. MSRP for the three-row Atlas SE starts at $41,610 with front-wheel drive, and $43,610 for 4Motion all-wheel-drive models. Destination for all models is $1,525. Pricing on the Atlas Cross Sport will be announced soon.
For more information about NBC 100: The Live Celebration on December 10 at 8:00pm ET/PT on NBC and Peacock from the Dolby Theatre in Los Angeles, visit NBC.com, with additional programming details to be announced in the coming weeks.
About NBCUniversal
We create world-class content, which we distribute across our portfolio of film, television, and streaming, and bring to life through our global theme park destinations, consumer products, and experiences. We own and operate leading entertainment and news brands, including NBC, NBC News, NBC Sports, Telemundo, NBC Local Stations, Bravo, and Peacock, our premium ad-supported streaming service. We produce and distribute premier filmed entertainment and programming through our powerhouse film and television studios, including Universal Pictures, DreamWorks Animation, and Focus Features, and the four global television studios under the Universal Studio Group banner, and operate industry-leading theme parks and experiences around the world through Universal Destinations & Experiences, including Universal Orlando Resort, home to Universal Epic Universe, and Universal Studios Hollywood. NBCUniversal is a subsidiary of Comcast Corporation. Visit www.nbcuniversal.com for more information.
About Volkswagen
Volkswagen of America is an operating unit of Volkswagen Group of America, Inc., which is an indirect subsidiary of Volkswagen AG. Headquartered in Reston, Virginia, Volkswagen of America sells the Atlas, Atlas Cross Sport, Golf GTI, Golf R, ID.4, ID. Buzz, Jetta, Jetta GLI, Taos, and Tiguan vehicles through more than 600 independent U.S. dealers. Volkswagen Group of America operates a state-of-the-art assembly facility in Chattanooga, Tennessee which produces Volkswagen brand vehicles including the Atlas and Atlas Cross Sport. The global Volkswagen Group is one of the world’s largest producers of passenger cars and Europe’s largest automaker. Learn more at www.vw.com or media.vw.com.
Media Contacts
Adriana Cirianni, Senior Manager, Communications, NBCUniversal
Nicole Redding, Senior Manager, Communications, Volkswagen
Additional Sourcing and Details:
“4Motion”, “IQ.DRIVE”, “VW”, “Volkswagen”, model names and the Volkswagen logo are registered trademarks of Volkswagen AG. “
Volkswagen of America, Inc., believes the information and specifications on this website to be correct at the time of publication. Specifications, standard features, options, fabrics, and colors are subject to change without notice. Some features may be unavailable when your vehicle is built. Some vehicles are pictured with options that may be available at extra cost or may not be available on some models. Ask your dealer about the availability of options and verify that the vehicle you ordered includes the equipment you ordered.
MSRP excludes destination, taxes, title, other options and dealer charges. Dealer sets actual price.
Airbags are supplemental restraints only and will not deploy under all crash circumstances. Always use safety belts and seat children only in the rear, using restraint systems appropriate for their size and age.
Driver Assistance features are not substitutes for attentive driving. See Owner’s Manual for further details, and important limitations.
