HERNDON, Va., Feb. 2, 2011 /PRNewswire/ — Volkswagen of America, Inc. announced today it will premiere two :30 second spots during the 2nd and 4th quarters of Super Bowl XLV. This marks the second consecutive year Volkswagen has advertised during the Super Bowl after a nine-year hiatus. The ads will showcase two new vehicles, the all-new 2012 Passat and the 21st Century Beetle, months before they arrive in dealerships this fall.
“The iconic shape of the Beetle and its place in pop culture gives us creative license to take a bold and unconventional approach in this spot where viewers only see the silhouette and not the car itself,” said Tim Ellis, Vice President of Marketing, Volkswagen of America, Inc. ”Additionally, we’ve partnered with Lucasfilm for the all-new Passat ad, leveraging the emotional heritage of both Star Wars™ and Volkswagen to create a memorable moment on an unparalleled platform for two of the vehicles most important to Volkswagen’s growth strategy.”
Kicking off months before the vehicles are available, these spots are part of a robust pre-launch advertising and marketing campaign that includes television, digital, experiential, and retail activations to maintain momentum throughout the year. Additionally, throughout pre-launch, Volkswagen will continue to dominate the nation’s most prominent events, with buys and integrations that include The “Oprah” Show, the NBA Finals as well as the NFL, among others.
With its all-new 2012 Passat ad, Volkswagen brings Star Wars™ to one of TV’s most talked about events. Accompanied by John Williams’ iconic “The Imperial March,” the spot features the most infamous villain in the galaxy, a pint-sized Darth Vader who uses the Force when he discovers the all-new 2012 Passat in the driveway. The two iconic brands leverage humor and the unforgettable Star Wars score to create an emotional spot and make Super Bowl ad history.
In “Black Beetle,” the first spot for The 21st Century Beetle, cutting-edge CGI creative goes etymological, creating a photo-real lush kingdom where the Black Beetle rules, runs, navigates and out performs all the other creatures. The ad is an homage to some of the greatest car chase scenes in the history of film and TV. With the fast-paced and explosive song “Black Betty,” rerecorded by Jon Spencer and the Blues Explosion, the Beetle ad revs to life even though it does not feature any actual images of the car, a bold move for any automotive brand. The iconic shape of the Beetle and its performance attributes are prominently showcased in the spot, further building anticipation of the reveal.
“Both spots show the creativity and innovation that people expect from an iconic brand like Volkswagen,” added Mike Sheldon, CEO, Deutsch LA, Volkswagen’s Agency of Record. ”The Super Bowl is unlike any other media platform in the world in terms of its reach and cultural influence. It is tailor-made for big announcements and is the perfect way for VW to engage the American public.”
Both ads will have extensions that live beyond the game. Immediately following the Super Bowl, Volkswagen will execute a digital and social media campaign, including an ESPN mobile takeover, VW.com blog, and Facebook activations, as well as a YouTube homepage takeover for the recently launched walk-around webisodes “Inside the VW Academy.”
The Super Bowl ads were created by Volkswagen’s creative Agency of Record Deutsch LA and follow the 2010 Punch Dub Super Bowl spot, which starred superstar musician Stevie Wonder and comedian Tracy Morgan.
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This is soo funny!
Love this commercial!!!!!
Don’t worry that we Don’t worry that we are in the middle of a rcesesion! Don’t worry about your mortgage or bills or kids tuition fees! BUY OUR CAR! (biggest pile of pish adverts we are having these days )
That was a great add. that could be my grandson as that would be his responce. Good job.
This Fuel Injector is sperub. In atdidion purchased a really decent Set Of 4 1993 1999 Volkswagen Jetta 20L Fuel Injectors for my boyfriend. A lot more Fuel Injector than I require but it is amazing.Many other Fuel Injector manufacturers have copied this Fuel Injector. If you re looking for a Vw Jetta Golffoxquantum Audi Fuel Injectors Set N R here.All around excellent workmanship and parts. Also, on this Vw Tdi Performance Injector Nozzles 30Hp at a good deal. Delivery was speedy, this Fuel Injector is just what I needed.
Got the first one that my local dealer (thompson in tworinarn pa) got in.took the test ride and was hooked! I love it!! Rides like a sports cars and has the best audio. love it!!
Love it!!
Makes me think of my son.
The new passat looks awesome – like a larger Scirocco. Speaking of which, please bring the Scirocco to the US.
The ad is funny, the product is great – looks like you guys have a winner on your hands.
Best commercial!
I LOVE this commercial. I can just see my 5yr old doing the same thing. My favorite super bowl commercial by far!
I don’t just like this commercial…I FREAKIN LOVE IT!!!! This honestly made me cry I laughed so hard!! I don’t think I have ever seen a commercial I have loved so much!!!!!!!!!!!!!! Brilliant!!!!!
Out of curiosity…is the Miniature Darth Vadar a boy or girl? it is quite a speculation of who it is. The commercial is non the less awesome..I would see my son pulling this off and i would most likely do the same thing as the father did. Car looks awesome and just love the Brand anyway.
nice thught bhnied nice thught bhnied the ad but you notice half of its fake!! for example! he deliberately drops the items from the box.the woman raises her hand before catching the paper flowers!! yeah i notice such things sorry to spoil the mood!!
My absolute new favorite commercial.
Cute Cute Cute!
Beautiful shluod Beautiful shluod be the theme song for 2010! Plugs nicely into the zeitgeist,whilst reassuring us with nostalgia and the warmth of Eric and Ernie!The admen who thought this one deserves a BIG BONUS!
Best ads ever! I love The Force commercial. I play it when I need to laugh! Nice job!
Best commercial ever! Soo Funny, Great Car!
One of the greatest commercials I have seen so far.
New VW: Without the force we would be mare machines!
This is absolutely the mostest, bestest commerical ever! And I am old enough to have seen a lot, including “That’s a spicy-a meat-a ball!”
Thank you so much. I will look at your info on the Passat.
Diana
Are you kidding me, the Uncle Sam Bank he took out of the garage is way more worthe the VW Pissant he is putting in his garage.