The Cool Dad Owns a VW

In February 2011, Volkswagen of America released a cunning advertisement on the major video sharing service You Tube. Volkswagen is pushing for a larger market share in 2011, which can be difficult for a foreign automaker. Through the use of technology, humor and product placement, Volkswagen has created a buzz worthy advertisement that has remained relevant to the intended audience. This advertisement is successful because it merges technology, American Icons and positive subliminal reinforcement to market the 2012 VW Passat.


You Tube is a technological wonder that has transformed video file sharing into a cultural phenomenon. It did not take long for the savvy marketing teams of major corporations to take note of the appeal this medium has on a broad audience that seems to have an insatiable appetite for the next visual curiosity. Marketing teams have taken note of this trend, and set about tailoring their advertisements more to entertain than inform. This form of entertainment is centered on product placement in a skit format rather than building the spot around the product. This format has been wildly successful as demonstrated by the popularity of similarly styled ads that air during the Super Bowl. The only downfall is that placement of these have become quite expensive. Volkswagen found a creative solution by creating buzz for their product, and then releasing it at relatively no charge on You Tube, which has become the Wild West of public opinion. This turned out to be an excellent venue for the advertisement release of the 2012 VW Passat as it has enjoyed over 39 million views.

The main purpose of the video is to connect with Americans by utilizing iconic music and a character that resonates throughout the world as the embodiment of American Cinematography. The spot begins with rhythmic, dark overtones of the evil Empire theme music from Star Wars, which is considered one of the most successful franchises in movie history. Short of the theme from the movie ‘Jaws’ or ‘Indiana Jones’, few orchestrated themes can instantly bring to mind the sense of American nostalgia than that of Star Wars.

Since the 1970’s, Star Wars has remained main stream with six films, multiple video games, toys, books and even a few cartoons. A quick search on-line will reveal a dizzying amount of sites with ongoing Star Wars projects keeping this money generating juggernaut relevant. There are few in America who do not know the Darth Vader character, and what genre is being represented. The Star Wars story and profile are engrained into our culture to the point where no identification or explanation is necessary to understand what is being represented.

The parody of a child playing Darth Vader enables the comedy aspect of the video. The camera continually is pointing up at the actor, in what could be representation of how the child views himself in character. The humor builds as the actor moves about the house and tries to ‘force’ move objects, which is essentially moving things with the mind. The actor takes on a treadmill, a washing machine and a large dog. At one point, the actor attempts to move a sandwich and is dismayed to be assisted by what is assumed to be his mother. These scenes are funny, but clearly diminish the fantasy for the child.

Throughout the video, excellent use of body language and mood development completely negate the necessity of written or spoken narration. This speaks directly to an audience that can easily associate with the story and personal fantasy. This is accomplished so well, that the gender of the child is irrelevant to the overall story now engrossing the audience. It is desired to see this child continue with the fantasy, which is consummated through the help of the father. The dream was kept alive. Volkswagen helps dreams come true. This is masterful use of attaching positive emotion to a product.

A few subluminal messages are prevalent throughout the advertisement spot. The location portrayed in the video appears to be an upper middle class suburb. The actors playing the part of the playful parents are well dressed. The father is coming back from a job, as evidenced by the briefcase when stepping out of the car. The furniture is fashionable, and the décor is modern. Nice, front-end loading washing machines and exercise equipment point to a financially successful family. The actor’s chosen are Caucasian, but this appears to be a bow to the largest American race demographic and not suggestive of anything more. This ad is targeting upper middle income families. The suggestion is that the Passat is not an econo-car, but rather the choice of a cool, successful family. This is reinforced, by the father playing along and aiding the child’s fantasy. Volkswagen wants the Passat to be seen as a part of the happy family. This tactic also acts as a tease. What does the inside of the car look like? What are the engine specifications? The audience is left wanting more, and the ability to share with friends. Again, the benefit of utilizing You Tube as a tool presents itself. It is easily disseminated across many social and electronic platforms with a click of a button, or in this case 39 million clicks and counting.

This commercial is very effective in its appeal, style and execution. The use of humor, suggestion and cultural appeal lead to the success that has generated so much buzz about this product. The goal of presenting anticipation for the product, and a positive image of not only the manufacturer, but also of the potential customers was attained. There is no opening for criticism of the product, as no technological details about the product are revealed other than an auto-start feature. This is a good glimpse of where marketing could be taking us in the future. The message is: Don’t worry about the details; it will make you feel good! Childlike fantasy is a kind respite from the very serious world. This is a great example of how emotion works well with marketing. Who doesn’t want to be the cool dad that owns the 2012 Passat?

Reference:

Volkswagen, (2011). The Force [Web]. Available from http://www.youtube.com/watch?feature=player_embedded&v=R55e-uHQna0#at=11