DALLAS — Volkswagen was a big winner off the field at Sunday’s Super Bowl with a pair of commercials that won over viewers.
The ads showcased two new vehicles, the all-new 2012 Passat and the 21st Century Beetle. Both cars will 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] 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."
Watch: Super Bowl Commercials 2011
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.
This marked the second consecutive year Volkswagen has advertised during the Super Bowl after a nine-year hiatus.
Watch VW’s Darth Vader Commercial:
Watch VW’s Black Bettle Commercial:
