Volkswagen Celebrates NBC100 with Comedy Legends

Volkswagen is teaming up with NBCUniversal for a yearlong celebration of television history, bringing together two familiar faces from Saturday Night Live for a special collaboration honoring NBC’s 100th anniversary. The campaign features comedy legends Tina Fey and Rachel Dratch and puts the spotlight on the all-new 2027 Volkswagen Atlas. The partnership combines Volkswagen’s distinctive personality with NBC’s legacy of entertainment, humor, and memorable storytelling. It also gives audiences a fresh look at the redesigned 2027 Atlas through a series of special appearances and custom content.

Tina Fey and Rachel Dratch Reunite for Volkswagen

Fans of Saturday Night Live will recognize Tina Fey and Rachel Dratch, two former cast members known for their memorable characters and comedic chemistry. For the NBC100 celebration, the pair reunites in custom content created in collaboration with Volkswagen. Rather than simply repeating last year’s SNL50 campaign, Volkswagen and NBCUniversal are taking a new approach. This time, the partnership connects the humor and personality of Fey and Dratch with the launch of the 2027 Volkswagen Atlas.

The campaign is designed to showcase the SUV while incorporating the kind of playful storytelling that has made NBC comedy a part of popular culture for generations.

“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 actress and comedian 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. Thankfully, the Atlas had room for all of 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 2027 Volkswagen Atlas Takes Center Stage

The new Volkswagen Atlas plays a starring role in the collaboration, giving viewers an opportunity to see the family-focused SUV in a fun and memorable setting. Volkswagen’s partnership with NBCUniversal is built around the idea of bringing people together. That makes the Atlas a natural fit, with its spacious interior and three-row design suited to families, road trips, and everyday adventures. The campaign also reflects Volkswagen’s goal of connecting with audiences beyond traditional automotive advertising. By pairing a new vehicle with familiar entertainment personalities, the brand is creating an experience that feels both entertaining and relevant.

A Year of Celebrating NBC’s Entertainment Legacy

The NBC100 partnership extends beyond the custom content featuring Fey and Dratch. Volkswagen is also participating in major moments throughout the celebration, including the 100th annual Macy’s Thanksgiving Day Parade and NBC’s centennial celebration special, scheduled to air December 10, 2026. Volkswagen will also bring the partnership to the Los Angeles Auto Show in December. Visitors to the Volkswagen display will have an opportunity to step into scenes inspired by popular NBC programs using green-screen technology and props. These activations give fans a chance to participate in the celebration rather than simply watch from the sidelines.

Discover Volkswagen at Kelly Volkswagen

From its memorable entertainment partnerships to its expanding vehicle lineup, Volkswagen continues to find creative ways to connect with drivers and families. The 2027 Atlas is an exciting part of that story, combining everyday versatility with the comfort and technology drivers appreciate.

Interested in exploring the Volkswagen lineup? Visit Kelly Volkswagen to browse our available new Volkswagen models, learn more about the Atlas, and speak with our team about finding a vehicle that fits your lifestyle.