VW’s Sequel to ‘The Force’ Super Bowl Ad Features Dog, Vader [VIDEO]
A chubby dog gets in shape to chase a Beetle in Volkswagen’s long-awaited sequel to its “The Force” Super Bowl ad from last year. And don’t worry, there’s a shout out to Star Wars as well.
Mark Hunter, CCO of Deutsch LA, which created “The Force” and the new ad, “The Dog Strikes Back,” acknowledges that the former ad was a tough act to follow. “The pressure is on because we did that great ad,” he says. “We don’t mind. That’s what we’re in this business for.”
Hunter jokes that the Deutsch team went to work on the new ad shortly after the whistle blew in the 2011 Super Bowl. Actually, work began in earnest about six months ago. Over that time, the agency went through many, many concepts. “I would be surprised if the raw number of script ideas was less than 200,” he says.
One of the challenges was to somehow work in a Star Wars reference. Hunter says the online Star Wars community is one of the reasons that last year’s ad caught on. One major difference is that most advertisers are dropping their complete ads before the big game. Last year, VW was among a more select group.
The timing, however, is the same: The Wednesday before the big game. Within a day, the video had received more than 150,000 views. However, VW’s teaser for this latest ad, “The Bark Side,” already has racked up 10 million views since hitting YouTube Jan. 18.
Does “Dog Strikes Back” live up to the hype? Sound off in the comments.
1. "The Bark Side" (Vokswagen)
Not surprisingly, the sequel to the most-shared ad of last year's Super Bowl, and of all of 2011 for that matter, is leading the pack this year. Volkswagen released this video last week showing dogs barking to the tune of Star Wars's "The Imperial March." So does that mean there will be dogs in this year's ad? More Star Wars? We'll know soon enough.
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