Volkswagen, fresh off the blockbuster success from last year's "The Force," is giving viewers a taste of what they can expect on game day this year. Created out of Deutsch LA, and directed by Caviar's Keith Schofield, the 60-second teaser spot features a dozen canines complete with accessories, doing a rendition of everyone's favorite death march.
Schofield, as many of you may know has a huge track record on the viral front. Repped out of Caviar Content, he directed the highly passed around Diesel SFW XXX video that overlaid innocuous animations over scenes from '70s porn films (and was in our Top 20 for years--literally). He's also directed viral spots for Bic, Samsung and music videos for Justice, Charlotte Gainsbourg and others.
The dog stars of the spot were selected from a pool of 40 hopeful mutts. The final spot is a combination of group shots and individual shots comped together. The dogs rehearsed to a temp track but the final sound mix did feature the actual dog barks from the set.
This year, VW has bought a 60-second spot in the game, and the work is expected to feature the brand's Beetle. As Rupal Parekh writes over at AdAge, "The Bark Side" ran during ABC's Jan. 18 broadcast of sitcom "The Middle," which featured a VW Passat as a key plot point in a Super Bowl-centered episode.