The “other” Volkswgen commercial in Super Bowl XLV, "Black Beetle" got lost in the swell of attention around the young Darth Vader in "The Force". But it shouldn't have been.
The gorgeous CGI spot carried the important role of re-introducing the Beetle for 2012, a redesigned sleeker and sportier take on the New Beetle launched back in 1998. Set to a cover of Ram Jam’s 1977 hit “Black Betty” by Jon Spencer Blues Explosion, a black VW-esque insect with twin racing stripes zooms through a photo-realistic forest past other incredulous insects.
The final scene depicts an actual VW Beetle car in shadowy outline to only hint at the coming redesign. The ad was created by Interpublic's Deutsch Los Angeles, which had handled Volkswagen's account since 2009.
Director: Dante Ariola, whose big-game portfolio also includes Coca-Cola's "First Taste" in 2007 and Pepsi's "Refresh Anthem" in 2009. Production company: MJZ. Director of photography: Fred Elmes. Executive producer: Jeff Scruton.
Executive VP/group creative director/copywriter: Eric Springer. Executive VP/group creative director/art director: Michael Kadin. VP/associate creative director/copywriter: Jim DiPiazza. VP/associate creative director/art director: Mark Peters. Copywriter: Matt Sherman. Art director: Paul Oberlin. Executive VP/director of integrated production: Vic Palumbo. Senior producer/music supervisor: Marisa Wasser.
Volkswagen VP of marketing: Tim Ellis. General manager of brand marketing: Brian Thomas.
Post Facility: The Mill London. Telecine artist: Adam Scott. Lead 3D artists: Juan Brockhaus, Tim Bussell. Lead 2D artist: Barnsley. Producer: Gemma Smith.
Editorial: Union. Editor: Jim Haygood. Executive producer: Michael Raimondi.
BRAND: Volkswagen
YEAR: 2011
AGENCY: Deutsch
SUPERBOWL: XLV
QUARTER AIRED: Q4
