VW’s The Force


The Force

(Photo from TIME Magazine)


This ad created all the buzz in the Super Bowl of 2011. If you are not familiar, this is an ad for the Volkswagen Passat featuring a child who dreams of having ‘The Force.’ A Star Wars spin off, this ad created a marketing campaign controversial to the original stigmatism of other Super Bowl ads. Tim Ellis, the head of marketing at Volkswagen North America at the time, fought to pre-release this ad four days before the game. The original commercial is 60 seconds while VW only had a 30 second spot during the Super Bowl.

The longer ad was released four days before show time, and it was a hit. It is personal, and that is what good marketing is all about, making it personal. People can see themselves in it. It has an antagonist, protagonist, and conflict, and resolution packed in both commercials. By the time the game aired, people already knew about it and could attest to its greatness.

Now a model for other ads to pre-release their commercials, “The Force” will forever be globally remembered.

Kristan Cottle

Here are the links to both ads:

60 seconds https://www.youtube.com/watch?v=XrBTxqNjM6M

30 seconds https://www.youtube.com/watch?v=lhzwmYRXPp4