The ID. Buzz Steals Some Spotlight in Is This Thing On?
Some cars are just background props. Others quietly become part of the story. In Bradley Cooper’s new drama-comedy Is This Thing On?, now playing in theaters nationwide, the all-electric Volkswagen ID. Buzz lands firmly in the second category.
Featured as the family vehicle of Alex, played by Will Arnett, the ID. Buzz isn’t just a way to get from Point A to Point B—it’s a companion through a season of reinvention, awkward transitions, and small moments that end up meaning everything.
A Movie About Change (With Wheels to Match)
Is This Thing On?, directed by Cooper and starring Arnett and Laura Dern, follows a couple whose marriage is quietly unraveling. Alex is staring down middle age and an impending divorce, trying to find new purpose by jumping into the New York comedy scene. Tess, played by Dern, is grappling with the sacrifices she made for their family and what comes next. Together, they’re navigating co-parenting, identity, and the uncomfortable question of whether love can evolve into something new.
Enter the Volkswagen ID. Buzz.
In the film, Alex buys the ID. Buzz partly to impress his kids—but it quickly becomes more than that. The vehicle accompanies him through pivotal moments as he steps into a new chapter of life, serving as a constant during a time when very little feels stable.
Why the ID. Buzz Works on Screen
There’s a reason the ID. Buzz feels so at home in this story. As the modern, all-electric successor to Volkswagen’s iconic microbus, it carries a built-in sense of nostalgia—while also pointing clearly toward the future.
“The ID. Buzz fit seamlessly into the story we were telling about navigating change and rediscovering your direction,” said Cooper, who served as both director and producer. “It’s a vehicle that carries a sense of both nostalgia and reinvention, which mirrors the journey our characters are on.”
That balance—looking back while moving forward—is at the emotional core of Is This Thing On?. The ID. Buzz doesn’t shout for attention, but it subtly reinforces the film’s themes every time it appears.
A Little Bit of Magic
Volkswagen has long been associated with vehicles that feel personal, approachable, and quietly joyful. According to Rachael Zaluzec, Senior Vice President of Customer Experience and Brand Marketing at Volkswagen of America, the ID. Buzz continues that tradition.
“As the spiritual successor to the iconic microbus, the ID. Buzz has an innate ability to put a smile on your face,” Zaluzec said. “We think it has a little bit of magic, and we were delighted that Bradley saw that spark and chose to weave it into his story.”
That “little bit of magic” shows up on screen in ways that feel authentic rather than staged. The ID. Buzz doesn’t exist to sell—it exists to belong. It’s a family car with personality, warmth, and just enough quirk to feel human, which makes it a natural fit for a film about messy, real-life transitions.
When Product Placement Feels Personal
Not every vehicle cameo feels earned. This one does. The ID. Buzz functions almost like an emotional anchor for Alex, a symbol of optimism and intention at a moment when he’s trying to redefine who he is—for himself and for his kids.
That’s what makes the collaboration between Volkswagen and Searchlight Pictures stand out. Instead of pulling viewers out of the story, the ID. Buzz pulls them deeper in, reinforcing the film’s themes of reinvention, family, and forward motion.
Catch it in Theaters
Is This Thing On? has expanded to theaters nationwide, and whether you’re going for the performances, the story, or just to spot the ID. Buzz doing what it does best—showing up with heart—it’s worth the watch.
Sometimes, the right vehicle shows up at exactly the right moment. On screen and off, the Volkswagen ID. Buzz is making a strong case for being that kind of ride.
