Volkswagen : The Bark Side - Super Bowl 2012 Teaser

The Force.

Published On
Jan 18, 2012

Editor's Pick

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.


Jan 19, 2012
Deutsch-Los Angeles
Chief Creative Officer:
Mark Hunter
Group Creative Officer:
Michael Kadin
Group Creative Director:
Matt Ian
Group Creative Director:
Jerome Austria
Art Director:
Kate OConnor
Donna Ko
Director, Integrated Production:
Vic Palumbo
Director, Broadcast Production:
Victoria Guenier
Associate Integrated Producer:
Emma Johnson
Production Company:
Executive Producer:
Michael Sagol
Executive Producer:
Jasper Thomlinson
Head of Production:
Eri Noguchi
Eric Brown
Union Editorial
Nicholas Wayman-Harris
Assistant Editor:
Josh Hayes
Assistant Editor:
Tyler Nelson
Executive Producer:
Michael Raimondi
Senior Producer:
Joe Ross
Music Design:
Endless Noise
Composer/Arranger, Creative Director:
Jeff Elmassian
Andy Rehfeldt
Music/Sound Engineer:
Grant Cornish
Mary Catherine Finney
Post Facility:
Resolution LA
President/Executive Producer:
Michael Raimondi
Visual Effects Supervisor:
Todd Iorio
Senior Producer:
Joe Ross
Flame Artist:
Ben Looram
Flame Artist:
Evan Guidera
Flame Artist:
Chris Moore
Audio Post Production:
Lime Studios
Mark Meyhaus
Assistant Mixer:
Matt Miller
Jessica Locke
Color Correction:
Company 3, Los Angeles
Dave Hussey
Special Effects:
Method Studios
Creative Director/Senior Flame:
Claus Hansen
Executive Producer:
Robert Owens
Stephanie Allis
Keith Schofield
Chief Product and Marketing Officer:
Tim Mahoney
General Brand Marketing Manager:
Brian Thomas
Brand Marketing and Diversity Communications Officer:
Eric Wilson

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