• Feb 2, 2011
Volkswagen Black Beetle Super Bowl XLV spot – Click above to watch the videos after the break

Volkswagen of America will run two ads in the Super Bowl XLV February 6, one for the 2012 New Beetle and one for the 2012 Passat, neither one of which is on sale yet.

The first ad, "Black Beetle," doesn't show the actual car, but rather shows a black beetle, as in insect, racing its way passed other insects in the forest. This beetle has a unique shape, apart from the other beetles, and at the end of the ad, gives way to the silhouette of the 2012 New Beetle. The ad is meant to mimic a movie car chase, though I wouldn't exactly compare it with with Bullitt or The French Connection.

VW Super Bowl XLV spot: The ForceThough the new New Beetle won't go on sale until this Fall, Volkswagen started hyping its arrival last December when it promised Oprah Winfrey's studio audience each a free one as part of the show host's "Favorite Things" string of shows.

When Volkswagen launched the New Beetle as a 1999 model, after almost 20 years with no VW Beetle in the German automaker's lineup, it re-ignited the company's fortunes in the U.S. In the early 1990s, VW came close to leaving the U.S. market. But the reveal of the Concept 1 car at the 1994 North American International Auto Show in Detroit lit a fire under interest in VW and sent consumers to showrooms to see the latest Jetta and Passat in droves.

VW is hoping for a build in interest in a new New Beetle this year that will help drive showroom traffic even before it arrives.

Continue reading (and see the commercials)...



The second Super Bowl spot is for the 2012 Passat, which is going to be built at the company's new Tennessee plant. VW's new Passat design is bigger than the old one, and is priced much lower than the current model in order to compete better for sales volume against family sedans like Toyota Camry, Ford Fusion, Honda Accord, Hyundai Sonata and Nissan Atima.

The spot is very family driven, focused on a young boy in a Darth Vader costume trying to conjure actual Darth Vader powers around his house. It is only when he stands in front of the new Passat and commands it to start that it all comes together for him and the car starts up. The camera finds the kid's father in the kitchen having started up the car on cue with a remote starter in the key-fob.

VW's ad agency of a little more than a year, Deutsch/LA, is the ad agency.



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  • 38 Comments
      • 3 Years Ago
      "See, I told you it's not in D position, honey!?"
      • 3 Years Ago
      OMG the Passat commercial is hilarious.
      The little kids is just classic.
      I love how he keeps looking around back and forth.
      • 3 Years Ago
      How many stories are you going to run on the VW ads?
      • 3 Years Ago
      Meh. Both ads are okay - they could have gone further particularly with the Star Wars ad. It'll be cute once...but never be remembered. Kinda like most VW's.
      • 3 Years Ago
      Love the little Darth Vader.
      Can't say I haven't done that myself.
      • 3 Years Ago
      1st cool, 2nd awesome!

      • 3 Years Ago
      Beetle spot is really awesome!
      • 3 Years Ago
      These were pretty cool. I really liked the Passat commercial. Any use of Vader in advertising has promise.

      Also, the new Passat looks pretty decent and it's getting into the fight. Good for them.
      • 3 Years Ago
      Passat spot is... funny!

      I am sure VW paid big fortune to Mr. Lucas!
      • 3 Years Ago
      The new New Beetle's profile just looks like a PT Cruiser to me. I just can't get around that.
        • 3 Years Ago
        You've seen the production version? Where?
        • 3 Years Ago
        Nice job on the images. It looks like the "New Beetle" radically simplified the original form. I can definitely see your point and admit the 2012 model doesn't depart from the original as much as I thought.

        I guess in the end I just don't like the way they flattened the roof. It looks odd to me. The "New Beetle" always looked a little odd as well when it went from a rear engine to front engine layout. The proportion changed at that point and I think the slightly flattened roof and increased length make it look worse now. Oh well, to each his own.
        • 3 Years Ago
        Whatever man. That black one in the spy shots is clearly production ready. Completely camo free with production wheels. And the profile is the same one they've been showing in the commerical. You honestly think it's going to change that drastically before it comes out?

        I think it looks like a PT Cruiser. Maybe you disagree with me. Frankly I don't care.
        • 3 Years Ago
        Yo dude, it's a Beatle. Its profile has been around for ~ 60 years. The PT Cruiser was a blip in time in comparison and looks nothing like it. Is the production version going to be radically different from what we've seen so far? No, it won't, but at least wait until it arrives before saying something so stupid...
        • 3 Years Ago
        No, I said production version. Not test mule version.
      • 3 Years Ago
      I barely noticed the last commercial was a Passat commercial. It seemed more like those "be a good dad" commercials. I was entirely focused on the kid with his "magical powers."
        • 3 Years Ago
        Darth Vader doesn't have magical powers. He's a Jedi. He has Jedi powers.
        • 3 Years Ago
        @ nos879 , that's the message , be a good dad , get a Passat.
      • 3 Years Ago
      beetle commercial - meh.

      passat - boring but nice improvement as far as the product.

      passat commercial - cute as a button.
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