Germany's automotive brand for the people debuted two commercials during last year's game, but we bet you only remember the one with the mini Darth Vader. Called "The Force," that spot was supposed to advertise Volkswagen's all-new Passat, but instead the car seemed to shrink in the shadow of the commercial's cute young star, six-year-old Max Page. "The Force" went on to be the number one ad of the year according to ADWEEK and has been played over 45 million times on YouTube.
Well, VW thinks it got the recipe for lightning in a bottle and has announced plans to advertise again in this year's upcoming Super Bowl. Instead of offering up two 30-second spots, however, the automaker will be putting all of its resources into one 60-second commercial. Which product will be quarterbacking VW's run at the big game? The new 2012 Beetle, which was the forgotten-about star of last year's other 30-second spot called "Black Beetle."
Follow the jump to refresh your memory by watching both "The Force" and "Black Beetle."
New 60-second ad features the all-new 2012 Beetle, Volkswagen's redesigned icon
Herndon, VA - Volkswagen of America, Inc. announced today it will advertise during the Super Bowl® for the third consecutive year. Following the success of last year's two 30- second spots, Volkswagen will premiere one 60-second spot at the beginning of the third quarter of Super Bowl XLVI.
The spot will feature the all-new Beetle, which arrived in dealerships in September. The 2012 Beetle was teased as a silhouette in last year's advertisement, but the iconic redesign is now ready for its Super Bowl close-up.
"Volkswagen is excited to showcase the all-new 2012 Beetle on football's biggest stage. The Super Bowl is the perfect platform to feature the bold, dynamic, and sportiest Beetle ever made," said Tim Mahoney, Chief Product and Marketing Officer, Volkswagen of America, Inc.
Volkswagen enjoyed unprecedented success after last year's Super Bowl spots, "The Force" and "Black Beetle". "The Force", which featured the 2012 Passat and mini Darth Vader, quickly became a pop culture phenomenon when it debuted online before the Super Bowl. It was voted the Number One ad of the year by ADWEEK and continues to be a hit with consumers, racking up more than 45 million views on YouTube.
The overwhelming attention from the commercial piqued interest in the 2012 Passat months before it hit the market. This ensured that the car entered the market with momentum, with more sales in its first two months than the last Passat model sold in all of 2010.
"Black Beetle" teased the all-new Beetle's muscular shape, generating strong interest for the newly redesigned car months before it hit dealerships. The 2012 Beetle is available in two forms: stylish Beetle and sporty Beetle Turbo. All models offer standard technology features such as Bluetooth® and an iPod® interface, heatable front seats, and a 'kaeferfach' secondary glovebox.
More details about the 2012 Volkswagen Super Bowl ad will follow, but expect a fully integrated digital, social media, and grassroots campaign to accompany the spot that will run during one of TV's most-watched events.