- Volkswagen will feature two commercials during the 2011 Super Bowl.
- The 2012 Volkswagen Passat ad is a humorous take on "The Force" from Star Wars.
- The other is a teaser that hints at the shape of the 21st-century Beetle, but stops short of showing the actual car.
HERNDON, Virginia — Volkswagen took the coy approach in its 2011 Super Bowl advertising, focusing one of its two commercials on the 21st-century Beetle due out in the fall, but not showing the actual car.
Instead, the "Black Beetle" ad is a cartoon about a rain forest where the Black Beetle "rules." VW describes the ad as "an homage to some of the greatest car chase scenes in the history of film and TV," although it somehow falls short when praying mantises and other bugs take the place of Mustangs and actors like Steve McQueen.
The ad hints at the silhouette of the redesigned New Beetle — but does not go beyond what was shown last fall on The Oprah Winfrey Show. The wraps probably won't come off the 21st-century Beetle until May.
The Passat ad is said to draw on the "emotional heritage of Star Wars," according to Volkswagen. A child dressed up as Darth Vader unsuccessfully practices summoning up The Force on the family washing machine, the dog and a baby doll. He has better luck with the Passat in the driveway, although dad helps by hitting the remote start button on the key fob as he watches out the kitchen window.
The ad is accompanied by "The Imperial March," the stirring music from the Star Wars movies.
Inside Line says: VW has some fun with its Super Bowl commercials, but don't expect a sneak peek at the redesigned Beetle. — Anita Lienert, Correspondent
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bc43 says:
10:16 AM, 02/07/2011
Ok, I'm gonna have to join the bandwagon here - absolutely love the Darth Vader spot. Huge smile every time I watch it, and makes me want to watch it over and over!
Had to watch the Mini Countryman spot a couple times as well. For slightly different reasons but hey, glad they didn't play it safe. This one is pretty out there:
http://www.youtube.com/watch?v=bDnVE58Z9VA
tbone85 says:
11:39 AM, 02/04/2011
What did Apple think of the American People in 1984? There was no information about the Mac, just a cute ad.
dyno says:
10:45 AM, 02/04/2011
This is exactly what the Germans think of the American consumer.
Absolutely no infomation about the car ... just a "cute" carton.
Understandable since the new Passat has been cheapened to appeal to the masses. There's simply nothing to highlight. Now that it's competing on price, the reliability issues will insure VW has another loser.
tbone85 says:
06:00 AM, 02/04/2011
VW, great job on The Force. Wish the car were a little less bland, but the ad rocks.
ttbuyer says:
05:32 AM, 02/04/2011
Insects are a good metaphor for VW products: both have very short life spans.
ttbuyer says:
05:29 AM, 02/04/2011
90in55 says:
11:06 PM, 02/03/2011
The metamorphosis is now complete. Volkswagen is Toyota.
Well, minus reliabilty and mechanical durability.......
dmpete says:
02:47 AM, 02/04/2011
I love little Vader, nicely done.
calspecial68 says:
12:05 AM, 02/04/2011
For #1: I like how the Beetle came optioned with "racing stripes." Nice touch, VW marketing.
For #2: I love how no words need be spoken for you to understand the emotions little Vader was going through.
For both: I hate how I saw them and that I just spoiled it for myself on game-day. Oh well.
90in55 says:
11:06 PM, 02/03/2011
The metamorphosis is now complete. Volkswagen is Toyota.
thedream21479 says:
05:49 PM, 02/03/2011
lol....the new passat is lame, but both of those commercials were super cute. love the preying mantis fighting in the first one.