As the football season kicks off, I am
starting to gear up for the final accumulation of what the season is
about … the commercials during the Super Bowl. Looking back over
the years, one of the better ones I have ever seen was the “Darth
Vadar Volkswagen” commercial from 2012. It has no dialogue and
only a few scenes of the actual car, but does an excellent job of
branding the new Passat.
The basic premise of the spot is a young
child dressed as Darth Vadar and trying to use the Force on various
household objects. As expected, it doesn't work. Disappointed at
his failure, he hears his dad come home. He runs outside, waves off
his dad, and focuses all his might on the new car in the driveway.
Behold! It starts up for him as if on command. Change the scene to
the kitchen, and dad holding the remote start in his hand.
This commercial was great because it is an emotional appeal to everything that is family to the general public. The suburban house, the family, even the dog remind the viewer of their own lives. There is not a parent on the planet who didn't laugh at this commercial knowing they would do the same exact thing if they were in the same situation. It succeeds in branding the Passat as a family vehicle and making Volkswagen into a more main stream car company. Kudos to Volkswagen, and here's hoping this year's commercials have us talking about them in the year to come as well.
This commercial was great because it is an emotional appeal to everything that is family to the general public. The suburban house, the family, even the dog remind the viewer of their own lives. There is not a parent on the planet who didn't laugh at this commercial knowing they would do the same exact thing if they were in the same situation. It succeeds in branding the Passat as a family vehicle and making Volkswagen into a more main stream car company. Kudos to Volkswagen, and here's hoping this year's commercials have us talking about them in the year to come as well.
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