During the Superbowl XLV last year, Volkswagen debuted an ad for the Volkswagen Passat entitled “The Force.” The commercial quickly became the most-watched Super Bowl spot on YouTube and was later dubbed the most-watched ad on YouTube in all of 2011.
The television spot featured a young boy, dressed in a Darth Vader costume, who believes he has special powers after starting the engine to a Volkswagen Passat. Viewers later fell in love with the little boy after revealing himself on a talk show and the fact that he has had heart issues since birth.
Needless to say, Volkswagen has a tough act to follow.
Volkswagen began preparing for the 2012 Superbowl last summer by discussing the creative ideas for the new commercial with their hired ad agency, Deutsch L.A..
“[In] the end, given the momentum and interest, it made the most sense to tap into the equity of last year,” Mr. Mahoney, chief product and marketing officer at Volkswagen, said. He later explains that while they’ll be tapping into the “Star Wars” equity, they have no intentions of making a sequel to last year’s successful spot – nor will the little boy be returning in this one.
In order to generate buzz, Volkswagen recently released a teaser entitled, “The Bark Side.” This YouTube sensation features a choir of dogs who bark “The Imperial March.” This video has already gotten the web anticipating what Volkswagen will bring to the table February 5, 2012.
Are you excited to see what VW will roll out this Superbowl?
Visit Volkswagen SouthTowne to check out the 2012 Passat and take it for a test drive.
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