The "Home of Soccer" campaign's creative strength was in its focus on authentic fan culture rather than just on-field action. The brand film, developed with Johannes Leonardo, centered on a defiant statement from Christian Pulisic that positioned the U.S. as the true "Home of Soccer," a message then amplified through a series of films and social media content. The campaign's curation of fans was key to its authenticity, deliberately showcasing a diverse and multigenerational community. By doing so, Volkswagen powerfully communicated that soccer's strength in America lies in its inclusive and varied fandom, positioning VW as a brand that genuinely understands and celebrates the sport's cultural depth.