Viewers who tuned into Saturday Night Live this past weekend saw the premiere of a new NBC100-themed Volkswagen commercial starring SNL alums Tina Fey and Rachel Dratch. What they probably didn’t realize was just how deep the ad’s SNL roots run.
As it turns out, the spot was something of a behind-the-scenes SNL reunion, bringing together current and former writers, producers, and crew members—including several who left the show years ago.
The commercial was directed by Oz Rodriguez, who spent seven seasons directing SNL pretapes before leaving his staff position. Rodriguez has returned to the show for occasional projects in the years since, including co-directing the 2025 documentary Ladies & Gentlemen… 50 Years of SNL Music with Questlove.
The ad was written by another pair of SNL veterans: James Anderson, who left the show’s writing staff in 2024 after more than two decades, and Kent Sublette, who remains one of its head writers.
But the reunion extended well beyond the director and writers.
The production also brought together longtime SNL film unit producers Dina Moles, Christopher Voss, and Emily Genender, along with cinematographer Andy Kugler, who spent nine years working on the show.
Also involved was Emmy-winning editor Sean McIlraith, who left SNL in 2022 after a decade. Other familiar names included producer Grace Shaker, location manager Adam Atenasio, and the production design company Damage Studios, whose work has appeared in numerous SNL films.
The 60-second spot features Fey and Dratch playing versions of themselves in a comedic pitch for Volkswagen‘s redesigned Atlas SUVs.
The ad is part of NBCUniversal’s celebration of the network’s 100th anniversary, which will culminate in a three-hour primetime special on December 10.
NBC took a similar approach to SNL50 last year, teaming with advertisers to produce custom commercials featuring the show’s stars. Volkswagen was among them, reuniting Fred Armisen, Bill Hader, and Kristen Wiig for a revival of “The Californians.” Other participating brands included Allstate, T-Mobile, Capital One, and L’Oréal.
NBCUniversal has signed six presenting sponsors for its upcoming anniversary celebration: Allstate, Capital One, Purina Dog Chow, Smucker’s, Volkswagen, and Xfinity. Capital One has already rolled out an NBC100-branded commercial featuring Law & Order: SVU stars Mariska Hargitay and Ice-T.
Volkswagen’s involvement will extend beyond the Fey–Dratch spot, with promotional tie-ins planned for the Macy’s Thanksgiving Day Parade and the Los Angeles Auto Show. The automaker will also have a 2027 Atlas onsite at the anniversary special.
NBC100: The Live Celebration is set to air Thursday, December 10, at 8 p.m. ET on NBC and Peacock. NBC has shared little about what’s planned for the three-hour live special other than that it will originate from the Dolby Theatre in Los Angeles and feature musical performances, comedy tributes, and reunions with stars from across the network’s 100-year history.
