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NBCUniversal and Volkswagen Bring Comedy Legends Together in NBC100 Collaboration

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.

Tina Fey for NBC100 x Volkswagen

November 06, 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. 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.”

– Tina Fey

“Our work with NBCUniversal keeps getting better, from bringing back ‘The Californians’ for SNL50 to this reunion of two comedy icons for NBC100. 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.”

– Rachael Zaluzec, Chief Marketing Officer and SVP, Customer Experience, Volkswagen of America

“For 100 years, NBCUniversal has brought people together around the moments that matter. 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.”

– Mark Marshall, Chairman, Global Advertising & Partnerships, NBCUniversal

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. More details on the all-new 2027 Volkswagen Atlas are available at vw.com.

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