Every self-respecting six-year-old boy believes he has supernormal powers – right? VW takes this concept to create a super-powered TV advert to launch its new Passat.
VW plays on humour, family and the big kid in all of us as a mini Darth Vader tries to use The Force around his family home.
The company chose its strategy wisely (my son). It launched the ad first on YouTube, creating viral interest like a gathering storm. Then it gave it a first TV airing in the US during the Imperial sporting battle to beat all sporting battles that was Superbowl 2011 at the weekend.
At an estimated cost of £4m for the full minute.
Add the back story of the six-year-old Max ‘Darth Vader’ Page who was born with a heart defect and we think the team who planned the Volkswagen Passat advert deserve a hearty pat on the back.
VW’s ad is now fast approaching 20 million views on You Tube. It is interesting, in itself, that we are measuring the success of a TV ad in terms of how much it is seen on the internet.
Here at matm, we’re wondering if there’ll be a sequel…or even a prequel?