America's Super Bowl -- the final game and high point of the American football season -- usually offers a unique platform to launch some pretty outstanding commercials, and this year's no exception.
Volkswagen has taken the chance to present its new Passat to a potential 100 million viewers. The Star Wars-themed ad, featuring the new Passat, takes the playful angle of a child's use of 'the force' as the young boy dressed as film villain Darth Vader attempts to control the family dog, washing machine and Dad's new car.
Underscored by the film's 'Imperial March', the ad climaxes with the boy stunned that his skills have finally worked as Dad starts the car via remote from inside the house.
"The Super Bowl is a TV event with one of the highest viewer totals in the world. We intend to take this opportunity to present our latest models to a very wide audience and to heighten the emotional associations of the Volkswagen brand," said Volkswagen US head of marketing, Luca de Meo.
"There are very few occasions when commercial spots can attract such levels of attention as at the Super Bowl. The originality of our commercials will help make the game an unforgettable TV experience."
This year's Super Bowl activities are part of a comprehensive campaign in preparation for the US launch of the Passat. The campaign also includes a takeover of the main YouTube channel the day after the final.
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