Monday, January 30, 2012

Is this the best pre-Super Bowl Commercial Ever?

Posted By on Mon, Jan 30, 2012 at 6:44 AM

Here's the teaser: "A canine chorus barks a familiar tune. Keep an eye out for our 2012 Game Day commercial—it will all make sense. Love Star Wars and Volkswagen? Create an Intergalactic Invite to your Big Game party here:"

Promising an epic follow-up to "The Force" spot from last year's "Big Game" (I guess Volkswagon isn't an official NFL sponsor), this teaser spot sets the bar high for this year's follow-up commercial:

With so much on the line (Super Bowl spots sell for over $3.5 million a pop, a bargain according to Freakonomics' Stephen Dubner) Volkswagon is leveraging the success of last year's spot by doubling down on feel-good Star Wars zeitgeist. That the game is being played at Lucas Oil Stadium is purely coincidental.

Let's hope for an Empire Strikes Back reaction, not a Phantom Menace thud.

...Aaaaaand not to rain on anyone's parade, but I can't be the only person disturbed by Volkswagon's un-ironic use of the "Imperial March." While it is easy to dismiss Ron Paul's use of the theme as a knowing tip of the hat to the Dragon*Con crowd, a company founded by the Nazi trade union should be a little more careful with its allusions to authoritarian power, no matter how cute or kitchy, right?

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