The Force is Strong with Volkswagen

I dare you to not get choked up watching this ad:

This could have just as easily been a little girl twirling around and around in her living room trying to turn into Wonder Woman. What kid from Gen X on down hasn’t tried to use the force – not just pretend, but really be the superhero or villain with super powers?

In the very first Social Deviants post I wrote about Volkswagen’s Fun Theory project, back when we were on Blogger. How VW has always been able to tell me what the commercial is about without selling me anything has always impressed me. Car ads are brutal. It’s tough to do something different. You see a car taking rough terrain, carrying heavy loads, slow-motion sliding through deserts or secured roadways while a narrator or celeb tries to seduce you by regurgitating jargon. Boooooo. We’ve seen that…thousands of times.

However, take the new VW ad “Black Beetle” and you see a black beetle with white racing stripes taking curves around a centipede and taking jumps off of logs. While I don’t think it’s as good as “The Force,” it’s clever, different.

But back to “The Force.” This ad taps into something that started as pop culture, but is now iconic, and lets you know that the new Passat can work a little magic of its own. So the challenge to you is to find ways that you can not only tap pop culture, but get beneath it to find out why something becomes iconic. What’s the emotional connection it makes? What does it mean for your audience? Then you, too, can work a little magic. Light saber not included.

Tags: star wars, superbowl ads, the force, volkswagen

This entry was posted on Thursday, February 3rd, 2011 at 9:27 pm and is filed under Advertising, Advice, brand, marketing, social media. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

4 Responses to “The Force is Strong with Volkswagen”

  1. Tweets that mention The Force is Strong with Volkswagen « Social Deviants -- Topsy.com Says:

    February 3rd, 2011 at 11:02 pm

    […] This post was mentioned on Twitter by TaylorVick, Social Deviants. Social Deviants said: The Force is Strong with Volkswagen http://wp.me/pR6ar-6g […]

  2. Taylor Vick Says:

    February 4th, 2011 at 12:22 pm

    That is so precious! Definitely a great commercial – much better than local advertisers usually do. 🙂 I also really like the new Audi commercials. Thanks for posting!

  3. jbgubler Says:

    February 4th, 2011 at 5:46 pm

    Great post, not only because of the great commercial, and your thoughts, but because it takes me back to when my kids were little.

    I love your ending comments, “What’s the emotional connection it makes? What does it mean for your audience? Then you, too, can work a little magic. Light saber not included.”

    Very adroit.

  4. janet wallace Says:

    February 4th, 2011 at 7:51 pm

    Thank you. Like you, I was picturing my son as the Darth Vadar. Ugh.

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