Two automakers emerged from last year’s Super Bowl as big winners with their million-dollar commercials. The first was Chrysler debuting its “Imported from Detroit” tagline to the melodic influences of one Eminem. The second was Volkswagen.
Germany’s automotive brand for the people debuted two commercials during last year’s game, but we bet you only remember the one with the mini Darth Vader. Called “The Force,” that spot was supposed to advertise Volkswagen’s all-new Passat, but instead the car seemed to shrink in the shadow of the commercial’s cute young star, six-year-old Max Page. “The Force” went on to be the number one ad of the year according to ADWEEK and has been played over 45 million times on YouTube.
Well, VW thinks it got the recipe for lightning in a bottle and has announced plans to advertise again in this year’s upcoming Super Bowl. Instead of offering up two 30-second spots, however, the automaker will be putting all of its resources into one 60-second commercial. Which product will be quarterbacking VW’s run at the big game? The new 2012 Beetle, which was the forgotten-about star of last year’s other 30-second spot called “Black Beetle.”
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