Volkswagen, whose most notable social media success to date came from “The Force” viral Super Bowl ad two years ago, is taking a new approach to cultivating fans with a campaign soliciting their stories on Facebook.
The German automaker — whose U.S. sales are up 37.6% this year through August — this week is launching Why VW, a platform on which fans can tell their stories how their VWs fit into their lifestyle.
The brand is launching the effort with a 30-second TV spot, which Kevin Mayer, VP of marketing for Volkswagen of America, calls a “palate cleanser” that will run during the Presidential debates among other election-themed media opportunities. “There’s a lot of negativity in the press,” he says. “This is an ad that shows the cycle of life. It’s a reminder that’s what we all should strive for.”
Volkswagen has released an extended version of its Super Bowl ad ahead of the Big Game, and it may not be what you expected. While the automaker’s teaser hinted toward yet another Star Wars-themed spot after the success of last year’s “The Force,” the new commercial focuses instead on a pudgy puppy named Bolt. The advertisement’s tagline is “Back and better than ever,” and Bolt enters into a fitness montage set to some excellent James Brown tunes in order to slim down and chase after the 2012 Volkswagen Beetle.
There isn’t a single Star Wars reference throughout the whole clip, which may leave fans wondering exactly what that whole chorus of dogs barking in tune to the Empire’s theme in the Volkswagen teaser was about. We won’t spoil the twist for you, but we will say the 2012 Super Bowl ad heads toward a wretched hive of scum and villainy pretty quickly. Hit the jump for the video, as well as the full press release.
We have some concerns that Volkswagen’s Superbowl advertising campaign for this year may be going to the dogs.
Volkswagen’s mini Darth Vader commercial for last year’s Super Bowl was such a hit, that the carmaker has decided to continue using the force at this year’s event. This time they have gone to a canine choir that gives a ter-ruff-ic performance of Darth Vader’s Imperial March.
Our favorite part? The AT-AT dog who walks on at the end.