A lot is said about pressure on the marketing executives, agency teams and everyone else involved in the multi-million-dollar gamble of making Super Bowl advertising. In 2012, Volkswagen and Chrysler were the marketers under the greatest pressure, because they had succeeded so wildly with their 2011 entries (“Born of Fire” for Chrysler, “The Force” for Volkswagen”). Where Chrysler went even bigger with its voice and attitude, daring viewers to turn away from Clint Eastwood in “Halftime in America,” much less dismiss him, Volkswagen was facing a different challenge. “The Force” had been a charming little family spot with a simple, unexpected joke at the end. How do you build on that? Bring back that family, maybe, but surprising audiences twice in a row is a tough order.
Volkswagen and Deutsch Los Angeles responded with this two-parter of an ad (and, like “The Force,” released it early online, after a teaser featuring dogs barking out Darth Vader’s “Imperial March” theme). Part one is charming like the year before, this time following a chubby family dog, past his prime, inspired by a VW Beetle to regain his former shape. Part two is inspired by “Star Wars” like the year before, although you’ll have to watch to decide how well it all works as a whole.
The team included the same director, Lance Acord, and editor, Jim Haygood, from “The Force.” Production company: Park Pictures. Executive producers: Jackie Kelman Bisbee, Mary Ann Marino.
Deutsch L.A. chief creative officer: Mark Hunter.
Group creative directors: Matt Ian, Michael Kadin. Associate creative director/copywriter: Brian Freidrich. Associate creative director/art director: Mark Peters.
Editorial: Union Editorial. VFX: A52.
QUARTER AIRED: Q2