Volkswagen: The Force

Advertising Agency: Deutsch, USA
Creative Directors: Eric Springer, Michael Kadin
Art Directors: Ryan Mclaughlin, Craig Melchiano
Copywriter: David Povill
Agency Producers: Vic Palumbo, Victoria Guenier, Jim Haight
Planner: Doug Van Praet
Account Managers: Tom Else, Chris Carter, Pari Zahabi
Production Company: Park Pictures
Director: Lance Acord
Producer: Mary Ann Marino
Editor: Jim Haygood
Sound Design / Arrangement: Jeff Elmassian
Music: John Williams "the Imperial March"
Post Production: Union

52 comments

585 pencils

DavaiWednesday, February 2, 2011 - 16:31

Cute, what's the agency ?

20 pencils

huhjyu2bonoWednesday, February 2, 2011 - 18:25

Deutsch, USA

ivanWednesday, February 2, 2011 - 18:58

Fitting. Thanks.

Ivan Raszl, admin of AotW

45 pencils

Happy HousewifeWednesday, February 2, 2011 - 16:36

Wonderful:)

Stay hungry. Stay foolish.

421 pencils

mdb1974Wednesday, February 2, 2011 - 16:39

It's fun. A feature or a benefit that somehow relates to the nicely produced piece would seem appropriate though. For the average consumer this is basically a clever short brought to you by VW.

421 pencils

mdb1974Thursday, February 3, 2011 - 15:02

I missed it, low volume, I thought he just locked it. Now I get it.

6931 pencils

Jaap GrollemanWednesday, February 2, 2011 - 16:44

Cute. But it has a remote starter? I can't see much point in that. But, definitely a good ad, I'm merely questioning the product.

http://jackmancer.com/
http://twitter.com/jackmancer/

2404 pencils

HappyHourWednesday, February 2, 2011 - 16:51

Do they not have freezing cold mornings where you're from?

ivanWednesday, February 2, 2011 - 16:51

Or scorching heat in fact.

Ivan Raszl, admin of AotW

5 pencils

RighteousNixonTuesday, February 8, 2011 - 13:37

Is this the first time you have seen a remote starter? You cant see any point in that? I would never buy a car ever again that didn't have a remote starter. Its the difference between getting into a comfortable car and getting into a freezing cold car. In all honesty, remote starters are easily in my top 3 car features.

2404 pencils

HappyHourWednesday, February 2, 2011 - 16:53

This made me smile on a Wednesday afternoon.

282 pencils

daniel_glezmilanWednesday, February 2, 2011 - 17:19

I love my Dad too.

www.danielglezmilan.blogspot.com

572 pencils

writersblogWednesday, February 2, 2011 - 18:05

Nice and I don't even like kids.

11501 pencils

morseWednesday, February 2, 2011 - 20:06

Best ad I've seen in a long time. It has humor, emotion and a clear selling point.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

161 pencils

appieThursday, February 3, 2011 - 01:32

Love it.

6767 pencils

kgeigerThursday, February 3, 2011 - 02:06

If I wasn't such a Star Wars nerd I'd say I'd seen it before. But since I am, I'll just say the dark side is strong with this one.
Charming nevertheless.

44 pencils

ralphhasenohrThursday, February 3, 2011 - 04:50

perfect.

2127 pencils

talkingisfreeThursday, February 3, 2011 - 08:37

No concept behind it. However acting and direction made it really nice.

27 pencils

janfagernasThursday, February 3, 2011 - 09:23

Great ad. The kid actor makes it for me.

4083 pencils

GlutThursday, February 3, 2011 - 09:49

No concept, just the kid´s acting.

357 pencils

raulbanderasThursday, February 3, 2011 - 09:57

hahahaha cool

251 pencils

monofunkThursday, February 3, 2011 - 22:30

so cute

264 pencils

QuickgunTuesday, February 8, 2011 - 07:25

Ohhhh... brilliant idea and the music is just perfect... Am watching again and again and again....

56 pencils

StevenGBRFriday, February 4, 2011 - 03:06

Ha ha...Nice!

1698 pencils

pezFriday, February 4, 2011 - 08:03

Amazing ad

1822 pencils

jackblackSaturday, February 5, 2011 - 03:12

Well done!

597 pencils

bubblestheclownfishSaturday, February 5, 2011 - 23:25

Are you all serious? This ad's only brilliance is in its ability to employ cuteness to elicit an emotional response to the kid, and nothing else. That last 8 seconds could have been for ANY car. That's a looong wait to tell us the Passat is $20,000. No product benefits, no reason to buy it over another. It bigger than the last generation? More fuel efficient? Better equipped? I don't know - 'cause this ad doesn't say anything about the car or VW. It gives me no reason to buy it, other than the price - and for that am I getting cardboard seats? An all-plastic sh!tty interior? Think about it before answering with "Oh it had 10million youtube views... you don't ALWAYS have to do boring car ads... or what do you know?" I know this - if you can swap out any competitor's product in place of your own, you've failed to deliver a compelling argument as to why the public should part with its hard earned money. 20K for a Passat. Big deal.

24 pencils

mwh.ADdMonday, February 7, 2011 - 00:11

I beg to differ with due respect, but sometimes it gets too boring to see a cars technical specification being slapped on the face in the name of automobile commercials. I think the ad has perfectly done a good spot promoting the good will of the brand in its target as families (with added responsibilities). The realistic approach to a kids fantasy, is compelling enough to trust the brand and go and have a look at Volkswagen site for the how, why and what of the car.

Art Director,
Miami Ad School, Miami (March 2012 Graduate)
mihirwinson.com
handlewithoutcare@gmail.com

1173 pencils

abakeMonday, February 7, 2011 - 09:21

It made me consider buying a Passat, because after the ad I found the brand more likeable.
So to it works pretty damn well as an ad...

2404 pencils

HappyHourMonday, February 7, 2011 - 10:54

The thing is, you can't swap in any competitor's product. The entire spot is inundated with VW's brand personality, start to finish.

1746 pencils

Reality CheckTuesday, February 8, 2011 - 15:55

@ bubblestheclownfish,

While you are correct in this commercial lacking stand out benefits, a creatively-driven ad agency's only responsibility is to engage the audience, which will help brand recognition amongst viewers, thus increasing sales.

The agency is not responsible for improving the car, or lowering the price. That's not their problem. Ad men are there to make the consumer part with their hard-earned cash, no matter how great, or bad, the product may be.

(But you can see why advertising executives are ranked among the least honest professionals on earth, in the company of politicians, lawyers and real estate agents.)

4842 pencils

thedesignaddictWednesday, February 9, 2011 - 15:31

Never underestimate the power of emotional appeal to sell. This ad will sell 1000's of units.

RE: "if you can swap out any competitor's product in place of your own, you've failed to deliver..."

This point is moot for 97% of automobiles.

24 pencils

mwh.ADdMonday, February 7, 2011 - 00:16

good one.

Art Director,
Miami Ad School, Miami (March 2012 Graduate)
mihirwinson.com
handlewithoutcare@gmail.com

1173 pencils

abakeMonday, February 7, 2011 - 09:22

Brilliant ad, perfectly directed and great fun to watch. Makes me want to go and take a closer look at the new Passat, and makes me feel all warm and fuzzy inside about my son being a SW fan.

1173 pencils

abakeMonday, February 7, 2011 - 09:23

Forgot to score...

71 pencils

kholmMonday, February 7, 2011 - 14:09

Love this ad!

http://kholm.posterous.com/

37 pencils

yakuksMonday, February 7, 2011 - 18:46

Bello, único y simple...

5 pencils

RighteousNixonTuesday, February 8, 2011 - 13:21

Absolutely brilliant. Simple, powerful, and very entertaining.

No offense bubblestheclownfish but you have a very narrow mind in regards to advertising. Sure, there are car commercials specifically aimed at showing you what features a particular car has but, to think that is the only purpose a car commercial can have is nothing short of ludicrous. The bottom line is that showing which features a car has is just one of many avenues that car companies can take in regards to advertising. Suggesting that a commercial is weak, which is basically what your suggesting, simply because they didn't show any features is again nothing short of ludicrous. I can guarantee you that this commercial was a smashing success in regards to how people view VW. In fact, I just heard on the radio that calls into VW dealerships, not just in regards to the new Passat, absolutely skyrocketed after this commercial aired.

Nothing ever gets a 100% positive feedback. There are always people that dislike something so its no surprise to see that some people didn't like this commercial. With that being said, the vast majority of people did in fact love this commercial so regardless of what some people may think of it, it was a huge success for VW. Again I think it was absolutely brilliant.

20 pencils

Maliha NaseemWednesday, February 9, 2011 - 16:39

OMG A MINI DARTH VADER
oh and nice car... I guess

Maliha Naseem

1169 pencils

HellasWednesday, February 9, 2011 - 15:07

I don't understand what makes this such a good ad. Is there a connection between VW and Darth Vader? What is the force and how does it relate to the car? Where is the concept and what exactly is the idea? To me it seems successful just because they used a kid and Darth Vader. If i'm missing the point can someone explain?

"I don't live in Greece, Greece lives in me..."

2404 pencils

HappyHourWednesday, February 16, 2011 - 14:55

The point you're missing is that the Super Bowl is a medium apart from the rest of TV advertising, and isn't subject to the same judging criteria.

45 pencils

gaurkSaturday, March 26, 2011 - 23:54

Darth Vader had supernatural powers that imaginative kids find desirable. Now those powers are available from VW. That's the idea, what more could you expect?

3241 pencils

krautlandFriday, February 11, 2011 - 12:16

yes.

118 pencils

proscriptusWednesday, February 23, 2011 - 10:57

There's a whole heartwarming backstory about the kid actor, who has heart disease, too.

--
DTA

2 pencils

lavadracThursday, March 3, 2011 - 11:26

Here is a website inspired by the commercial created by fans www.experiencetheforce.com

8 pencils

PANTONE® 230CTuesday, March 15, 2011 - 06:29

that kid's acting is LEGENDARY!!
Love the ad!

421 pencils

JustinCarrasquilloThursday, March 17, 2011 - 03:29

DIg it! Seen!?

http://www.justincarrasquillo.com

22 pencils

roya.rstFriday, March 18, 2011 - 12:47

SCORE!! loved it!

6 pencils

rileyoMonday, March 28, 2011 - 00:41

This is a very effective advertisement and there is really not a lot behind it. It's just a simple ad based around a cute little cute wanting to have super powers, but it works. There is a very emotional message behind this ad and that is what sells. This ad tells an emotional story that a lot of people can relate to. It is very attention grabbing and works.

79 pencils

TorstenMThursday, April 14, 2011 - 12:23

Simply great!!!

64 pencils

rephlexMonday, April 18, 2011 - 23:44

the best of 2011

aphex

1556 pencils

velleTuesday, July 26, 2011 - 09:16

o. i do this to my kid all the time.

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