Brace yourself for another tidal wave of Super Bowl commercials. Volkswagen has released its spot for this year's big game. Set to air during the second quarter, the Get Happy spot follows one jubilant office worker as he makes his way through the day, spreading joy wherever he goes. The source of his happiness? A Volkswagen Beetle, of course. Now, if you're wondering why a gaggle of white guys are running around on your screen with Jamaican accents, it will help to know the spot is part of a larger Get Happy campaign featuring Jimmy Cliff.

The first ad in the series featured the artist singing his rendition of "C'Mon, Get Happy," complete with a little help from some notorious unhappy YouTube stars. You can take a look at the new ad before it airs below, along with the complete press release for a little more background.





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VOLKSWAGEN REVEALS GAME DAY SPOT

Volkswagen returns to the Big Game with 60-second ad showcasing its latest campaign "Get In. Get Happy"

Herndon, VA (January 28, 2013) – Volkswagen of America, Inc. today unveiled its highly anticipated Game Day commercial. Viewers can catch "Get Happy" on the brand's YouTube® channel before it airs in the second quarter of the Big Game. This is the fourth consecutive year that Volkswagen has advertised on Game Day.

"The Big Game presents an unparalleled creative opportunity to represent the Volkswagen brand," said Tim Mahoney, Chief Product and Marketing Officer, Volkswagen of America, Inc. "We're excited to reveal this year's campaign, 'Get In. Get Happy.', which is designed to bring a jolt of happiness to viewers' daily lives."

Volkswagen's 2013 Game Day commercial, "Get Happy" features a man who brightens up his dreary office environment with a positive attitude and inexplicable Caribbean accent.

The 60-second spot builds on Volkswagen's heritage of "human stories, told simply," and will serve as a thematic continuation of the brand's feel good ads including "Smiles," which first premiered last September, and last year's Big Game commercial "The Dog Strikes Back," named by Google as one of 2012's leading ads on YouTube.

"With 'Get Happy,' we set out to create a lighthearted and energetic ad to represent the positive energy and sunny disposition that only the Beetle and Volkswagen can deliver," said Mike Sheldon, CEO, Deutsch LA, Volkswagen of America's creative Agency of Record. "We are thrilled to bring the Volkswagen brand essence to life on America's biggest stage."

Volkswagen teased its 2013 Game Day campaign with a pre-game release on January 24th. "Sunny Side" features well-known YouTube sensations singing along with Rock and Roll Hall of Famer Jimmy Cliff, all learning how to "C'mon, Get Happy."

Jimmy Cliff's latest critically acclaimed album REBIRTH was recently nominated for a GRAMMY award and listed as one of the top 50 albums of 2012 by Rolling Stone.


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  • 26 Comments
      joe shmoe
      • 1 Year Ago
      I chuckled.
      sparrk
      • 1 Year Ago
      "Da land o' ten tousand lakes !"
      Hoale
      • 1 Year Ago
      "Wicked coffee Mr. Jim!" awesome commercial
      Ad
      • 1 Year Ago
      I want to know of the people who are claiming the ad to be racist, how many of you are from Jamaica? As a Jamaican, I found it positive because it is about the Jamaican attitude, not about the predominant Jamaican skin color.
      futuramautoblog
      • 1 Year Ago
      Ha!
      LoneStarStang
      • 1 Year Ago
      The Germans can turn you into Jamaicans.
      Cookie
      • 1 Year Ago
      Racist??? Wake up you all. JAMAICAN is NOT A RACE. Maybe you are all acting up on your prejudices. THere are Black Jamaicans, White Jamaicans, Chinese Jamaicans, Indian Jamaicans and more. Lighten up and SMILE. Jamaica NO PROBLEM, Yeah MAN. Everything Gonna be all right. RESPECT. Chill.
        rmt_1
        • 1 Year Ago
        @Cookie
        Yes, Jamaican is not a race and there are non-black Jamaicans, but over 95% of Jamaicans, from my understanding, have a familial link to Africa by being descendants of slaves. Therefore, implying that Jamaica is a model of multiculturalism is not really accurate. Also, the specific accent used in the ad is used almost exclusively by African-Jamaicans and not by non-black Jamaicans whose accents tend to sound closer to the stereotypical British accent from Jamaica's colonial past..
          Ad
          • 1 Year Ago
          @rmt_1
          The history of blacks in Jamaica is that of rebelling against the Spaniards, well before the British gained control of Jamaica. When the British tried to gain control of the SELF-emancipated blacks, they could not and immigrated different cultures from India, China, and the British empire to help with the coffee, banana and sugar cane production. All blacks in the western hemisphere have slave roots back to Africa. But Jamaican blacks take particular pride in standing up to Spanish repression on their own. It doesn't carry the same stigma as North America or South Africa. Because of the British, Jamaica is multicultural, even though African descendants account for 92% of the population.
      JF
      • 1 Year Ago
      Get happy for only 20,000$! That's a high cost for happiness...
      chickenflauta
      • 1 Year Ago
      Not quite as memorable as the Darth Vader Passat commercial, but very cute and made me smile nonetheless. Especially the "ten thousand lakes" bit!
      Chris
      • 1 Year Ago
      Hoot, mon! I\'m from the Carribbean and love this ad. It made us all laugh \'til it hurt! Nice job, VW! Everybody relax!
      Nadiar
      • 1 Year Ago
      Were it not announced that this is a VW commercial, I would’ve expected a completely different product, but I like the element of surprise in Super Bowl commercials. In truth, this commercial made me smile, especially because I work at DISH with a guy who’s always this chipper. I’m looking forward to recording the other VW commercials along with the actual football game. I know that I’m going to want to be able to revisit the best commercials for a long time to come, so I’m glad that my DISH Hopper can record up to 1,250 SD or 450 HD hours. With this kind of memory, I never have to worry about deleting things before I’m ready.
      rmt_1
      • 1 Year Ago
      I can't say the ad is racist, but it is so close that I'm uncomfortable with it. I can't honestly say that I saw one black person in that office and at best I think I saw the left back quarter view of a woman's head who may have been black in the elevator at the very beginning of the ad. I would really like to know if this ad will ever appear on BET or on Oprah's OWN network. I'm curious to see how this ad will be perceived after the Super Bowl.
        sparrk
        • 1 Year Ago
        @rmt_1
        So , nowadays , you have to fill every little piece of video with every race, sexual orientation and religion so that no one is offended, right ?
          rmt_1
          • 1 Year Ago
          @sparrk
          My concerns have nothing to do about being politically correct by promoting use of an artificially diverse cast for the ad, but the clear lack of judgment of having a white man speaking with a clearly stereotypical Jamaican accent with stereotypical physical mannerisms in an office artificially devoid of almost any non-white people, save for one dour Asian man. I asked a neighbor, who originally came from the Caribbean and knows Jamaica quite well, what he thought of the ad and the best he could say after seeing it was, "At least the guy wasn't in Black Face". I will not even try to go into issues like the history of the slave trade and its links to the creation of what is now Jamaica or of the Rasta culture within Jamaica, which the ad, I was surprised to discover from my neighbor, somehow managed to touched upon. "sparrk", I don't know whether or not you're the sort of person who lives life oblivious or apathetic of the thoughts and feelings of the people around you, but I do hope that you will at least acknowledge that there is something "off" with this ad and that its general idea could have been better expressed, if done differently without the accent.
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