The Super Bowl is the day the earth stands still...at least in the United States. A picturesque number of 111 million people sit in front of their TVs and indulge themselves with the game and...the Ads.
This year I believe the great winner is the Volkswagen Passat 2012 commercial.
This Ad is an example of great strategy which entailed a perfect understanding of the audience watching the game. Who? Baby boomers or Gen X, Gen Y (echo boomers) and Gen I (Internet generation). Every single one from these three groups can relate to Star Wars and its characters all the way from the original first movie back in the late 70's, to the most recent version widely viewed in the past couple of years. By using humor the Ad Agency along with an outstanding Brand Management team have indeed made an impact in these audiences (pretty much the entire spectrum of viewers last Sunday!). The obscure, malignant and mysterious Darth Vader is personified by a kid with the cutest little hands who tries to make things move, appliances start by just ordering with such self assurance, but even his dog showed no reaction whatsoever. Until...Dad comes home driving his 2012 Passat...
Humor and emotion are the protagonists of this ad and Volkswagen, a brand that has been struggling lately against the strong positioning Asian auto brands have, should see sales numbers skyrocket as soon as the Passat 2012 becomes available.
Here is the clip:
http://www.youtube.com/vw#p/a/u/0/R55e-uHQna0
