The Super Bowl Ad That Changed Advertising Forever: Volkswagen’s 2012 Passat Commercial
The Force Unleashed: How Volkswagen’s Super Bowl Ad Went Viral
One of the most unforgettable Super Bowl commercials in recent memory was the 2011 ad for the 2012 Volkswagen Passat. After being absent from the Super Bowl spotlight for over a decade, the German car manufacturer needed to make a big statement to introduce the 2012 Passat. Instead of taking the traditional route of showcasing the vehicle’s features, Volkswagen decided to tell a captivating story that would resonate with viewers, focusing on a single unique functionality.
Using the Force: The Story Behind Volkswagen’s Groundbreaking Super Bowl Ad
The premise of the ad was simple but effective: a young boy dressed as Darth Vader repeatedly attempts to use the Force on various household items and appliances, with no success. Not even his dog responds to his Vader-like hand gestures. However, when his father parks the 2012 Passat in front of the house, the boy rushes outside and tries to use the Force on the car. This time, it miraculously works – the car starts, surprising him. It’s revealed that it was his father using the 2012 Passat’s remote start feature all along.
The impact of this ad was so significant that Time magazine referred to it as the commercial “that changed Super Bowl commercials forever.” This success can be attributed to the unique strategy employed by Volkswagen.
Volkswagen had a 30-second version of the ad prepared for the Super Bowl, but they also had a superior minute-long version that they believed in. In a bold and ultimately rewarding move, the company released the longer version on YouTube four days before the big game. Tim Ellis, the head of marketing for Volkswagen North America at the time, acknowledged that it was unconventional to air or put online a commercial meant for the Super Bowl. However, he believed that if everything went as planned, the ad would catch fire and go viral. And that’s exactly what happened.
Conclusion
No longer restrained by the conventional norms of advertising, Volkswagen’s 2011 Super Bowl ad for the 2012 Passat set a new standard for creative and effective commercial storytelling. By taking a risk and embracing online platforms like YouTube, Volkswagen was able to reach a wider audience and cement its place in advertising history.