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The Force

Campaign
Agency Network: 
Published/Aired: 
February 2011

Also From This Campaign 2

Description

Production Company: Park Pictures

Film advertisement created by Deutsch, United States for Volkswagen, within the category: Automotive.

Advertising Agency: Deutsch, USA
Creative Directors: Eric Springer, Michael Kadin
Art Directors: Ryan Mclaughlin, Craig Melchiano
Copywriter: David Povill
Agency Producers: Vic Palumbo, Victoria Guenier, Jim Haight
Planner: Doug Van Praet
Account Managers: Tom Else, Chris Carter, Pari Zahabi
Director: Lance Acord
Producer: Mary Ann Marino
Editor: Jim Haygood
Sound Design / Arrangement: Jeff Elmassian
Music: John Williams "the Imperial March"
Post Production: Union
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Highest Rated

daniel_glezmilan's picture

I love my Dad too.

daniel_glezmilan
Activity Score 284
Copywriter at http://danielglezmilan.blogspot.com/ |

www.danielglezmilan.blogspot.com

Davai's picture

Cute, what's the agency ?

Davai
Activity Score 618
Copywriter
huhjyu2bono's picture

Deutsch, USA

huhjyu2bono
Activity Score 18
Marketing
ivan's picture

Fitting. Thanks.

ivan
Creative Director at Ads of the World
Happy Housewife's picture

Wonderful:)

Happy Housewife
Activity Score 45
Creative Director at Vatikanid/Bournemouth University |

Stay hungry. Stay foolish.

mdb1974's picture

It's fun. A feature or a benefit that somehow relates to the nicely produced piece would seem appropriate though. For the average consumer this is basically a clever short brought to you by VW.

mdb1974
Activity Score 411
Art Director
mdb1974's picture

I missed it, low volume, I thought he just locked it. Now I get it.

mdb1974
Activity Score 411
Art Director
jackmancer2017's picture

Cute. But it has a remote starter? I can't see much point in that. But, definitely a good ad, I'm merely questioning the product.

jackmancer2017
HappyHour's picture

Do they not have freezing cold mornings where you're from?

HappyHour
Activity Score 2381
ivan's picture

Or scorching heat in fact.

ivan
Creative Director at Ads of the World
RighteousNixon's picture

Is this the first time you have seen a remote starter? You cant see any point in that? I would never buy a car ever again that didn't have a remote starter. Its the difference between getting into a comfortable car and getting into a freezing cold car. In all honesty, remote starters are easily in my top 3 car features.

RighteousNixon
Activity Score 5
Photographer
HappyHour's picture

This made me smile on a Wednesday afternoon.

HappyHour
Activity Score 2381
daniel_glezmilan's picture

I love my Dad too.

daniel_glezmilan
Activity Score 284
Copywriter at http://danielglezmilan.blogspot.com/ |

www.danielglezmilan.blogspot.com

writersblog's picture

Nice and I don't even like kids.

writersblog
Activity Score 553
Copywriter
morse's picture

Best ad I've seen in a long time. It has humor, emotion and a clear selling point.

morse
Activity Score 18121
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

appie's picture

Love it.

appie
Activity Score 157
Copywriter
kurtberengeiger's picture

If I wasn't such a Star Wars nerd I'd say I'd seen it before. But since I am, I'll just say the dark side is strong with this one.
Charming nevertheless.

kurtberengeiger
Activity Score 7327
Copywriter
ralphhasenohr's picture

perfect.

ralphhasenohr
Activity Score 44
creative consultant
talkingisfree's picture

No concept behind it. However acting and direction made it really nice.

talkingisfree
Activity Score 2712
Art Director
janfagernas's picture

Great ad. The kid actor makes it for me.

janfagernas
Activity Score 27
Art Director at Is Good Creative
Glut's picture

No concept, just the kid´s acting.

Glut
Activity Score 3935
Public Relations at Glut. Ideas Boutique.
raulbanderas's picture

hahahaha cool

raulbanderas
Activity Score 357
javier bizarro's picture

so cute

javier bizarro
Activity Score 276
Art Director at Del Campo Saatchi & Saatchi
Quickgun's picture

Ohhhh... brilliant idea and the music is just perfect... Am watching again and again and again....

Quickgun
Activity Score 427
Art Director at Bangalore
StevenGBR's picture

Ha ha...Nice!

StevenGBR
Activity Score 56
Creative Director
pez's picture

Amazing ad

pez
Activity Score 1804
Creative Director
jackblack's picture

Well done!

jackblack
Activity Score 2362
Art Director
bubblestheclownfish's picture

Are you all serious? This ad's only brilliance is in its ability to employ cuteness to elicit an emotional response to the kid, and nothing else. That last 8 seconds could have been for ANY car. That's a looong wait to tell us the Passat is $20,000. No product benefits, no reason to buy it over another. It bigger than the last generation? More fuel efficient? Better equipped? I don't know - 'cause this ad doesn't say anything about the car or VW. It gives me no reason to buy it, other than the price - and for that am I getting cardboard seats? An all-plastic sh!tty interior? Think about it before answering with "Oh it had 10million youtube views... you don't ALWAYS have to do boring car ads... or what do you know?" I know this - if you can swap out any competitor's product in place of your own, you've failed to deliver a compelling argument as to why the public should part with its hard earned money. 20K for a Passat. Big deal.

bubblestheclownfish
Activity Score 614
Creative Director
mwh.ADd's picture

I beg to differ with due respect, but sometimes it gets too boring to see a cars technical specification being slapped on the face in the name of automobile commercials. I think the ad has perfectly done a good spot promoting the good will of the brand in its target as families (with added responsibilities). The realistic approach to a kids fantasy, is compelling enough to trust the brand and go and have a look at Volkswagen site for the how, why and what of the car.

mwh.ADd
Activity Score 22
Art Director at Freelancing |

Art Director,
Miami Ad School, Miami (March 2012 Graduate)
mihirwinson.com
handlewithoutcare@gmail.com

abake's picture

It made me consider buying a Passat, because after the ad I found the brand more likeable.
So to it works pretty damn well as an ad...

abake
Activity Score 1262
RMG Connect Colombia
HappyHour's picture

The thing is, you can't swap in any competitor's product. The entire spot is inundated with VW's brand personality, start to finish.

HappyHour
Activity Score 2381
Reality Check's picture

@ bubblestheclownfish,

While you are correct in this commercial lacking stand out benefits, a creatively-driven ad agency's only responsibility is to engage the audience, which will help brand recognition amongst viewers, thus increasing sales.

The agency is not responsible for improving the car, or lowering the price. That's not their problem. Ad men are there to make the consumer part with their hard-earned cash, no matter how great, or bad, the product may be.

(But you can see why advertising executives are ranked among the least honest professionals on earth, in the company of politicians, lawyers and real estate agents.)

Reality Check
Activity Score 2549
thedesignaddict's picture

Never underestimate the power of emotional appeal to sell. This ad will sell 1000's of units.

RE: "if you can swap out any competitor's product in place of your own, you've failed to deliver..."

This point is moot for 97% of automobiles.

thedesignaddict
Activity Score 5403
Art Director at Freelance
mwh.ADd's picture

good one.

mwh.ADd
Activity Score 22
Art Director at Freelancing |

Art Director,
Miami Ad School, Miami (March 2012 Graduate)
mihirwinson.com
handlewithoutcare@gmail.com

abake's picture

Brilliant ad, perfectly directed and great fun to watch. Makes me want to go and take a closer look at the new Passat, and makes me feel all warm and fuzzy inside about my son being a SW fan.

abake
Activity Score 1262
RMG Connect Colombia
abake's picture

Forgot to score...

abake
Activity Score 1262
RMG Connect Colombia
kholm's picture

Love this ad!

kholm
Activity Score 69
Freelance Consulting |

http://kholm.posterous.com/

yakuks's picture

Bello, único y simple...

yakuks
Activity Score 37
Graphic Designer at BBDO Honduras
RighteousNixon's picture

Absolutely brilliant. Simple, powerful, and very entertaining.

No offense bubblestheclownfish but you have a very narrow mind in regards to advertising. Sure, there are car commercials specifically aimed at showing you what features a particular car has but, to think that is the only purpose a car commercial can have is nothing short of ludicrous. The bottom line is that showing which features a car has is just one of many avenues that car companies can take in regards to advertising. Suggesting that a commercial is weak, which is basically what your suggesting, simply because they didn't show any features is again nothing short of ludicrous. I can guarantee you that this commercial was a smashing success in regards to how people view VW. In fact, I just heard on the radio that calls into VW dealerships, not just in regards to the new Passat, absolutely skyrocketed after this commercial aired.

Nothing ever gets a 100% positive feedback. There are always people that dislike something so its no surprise to see that some people didn't like this commercial. With that being said, the vast majority of people did in fact love this commercial so regardless of what some people may think of it, it was a huge success for VW. Again I think it was absolutely brilliant.

RighteousNixon
Activity Score 5
Photographer
Maliha Naseem's picture

OMG A MINI DARTH VADER
oh and nice car... I guess

Maliha Naseem
Activity Score 17

Maliha Naseem

Hellas's picture

I don't understand what makes this such a good ad. Is there a connection between VW and Darth Vader? What is the force and how does it relate to the car? Where is the concept and what exactly is the idea? To me it seems successful just because they used a kid and Darth Vader. If i'm missing the point can someone explain?

Hellas
Activity Score 1172
Student |

"I don't live in Greece, Greece lives in me..."

HappyHour's picture

The point you're missing is that the Super Bowl is a medium apart from the rest of TV advertising, and isn't subject to the same judging criteria.

HappyHour
Activity Score 2381
gaurk's picture

Darth Vader had supernatural powers that imaginative kids find desirable. Now those powers are available from VW. That's the idea, what more could you expect?

gaurk
Activity Score 37
Graphic Designer
krautland's picture

yes.

krautland
Activity Score 3214
Art Director at erm... no calls please.
proscriptus's picture

There's a whole heartwarming backstory about the kid actor, who has heart disease, too.

proscriptus
Activity Score 114
Copywriter at Redeye Media |

--
DTA

lavadrac's picture

Here is a website inspired by the commercial created by fans www.experiencetheforce.com

lavadrac
Activity Score 2
Diseñador Publicitario
PANTONE® 230C's picture

that kid's acting is LEGENDARY!!
Love the ad!

PANTONE® 230C
Activity Score 8
Graphic Designer
JustinCarrasquillo's picture

DIg it! Seen!?

JustinCarrasquillo
Activity Score 563
Photographer at Los Angeles, CA |

http://www.justincarrasquillo.com

roya.rst's picture

SCORE!! loved it!

roya.rst
Activity Score 22
Communication Science at Siena University,Italy
rileyo's picture

This is a very effective advertisement and there is really not a lot behind it. It's just a simple ad based around a cute little cute wanting to have super powers, but it works. There is a very emotional message behind this ad and that is what sells. This ad tells an emotional story that a lot of people can relate to. It is very attention grabbing and works.

rileyo
Activity Score 6
TorstenM's picture

Simply great!!!

TorstenM
Activity Score 77
Art Director
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