Volkswagen had been a Major Partner of the Fédération Française de Football since 2014, and Dimanche Matin was the campaign that brought that partnership to life not on the pitch, but in a car on a Sunday morning.
The film chronicles, year after year, a family bound together by a son’s passion for football, the journeys in a Volkswagen to training sessions and matches along country roads. The boy’s friends pile in. The seasons change. The kids grow up, get their licences, and eventually make the drive themselves. The dad watches it all happen from the driver’s seat.
Rather than celebrate the French national team, the film chose to celebrate universal football: the early years, the love of the game. A generational film about passion, sharing, and time passing, inexorably. The tagline was simple: “La passion est un sport collectif.” Passion is a team sport. Directed by Dylan Southern and Will Lovelace, it ran on TV in June 2015.
