Super Bowl commercials build a ton of hype. They can also draw as much attention as the game itself. The average commercial for the 2011 Super Bowl cost 3 million dollars for 30 seconds of air time. The intent of any commercial is to make the consumer remember and want to buy the advertised product. So did the Volkswagen Force Commercial deliver? I say no.
Darth Vader enters the scene walking through halls with the Star Wars theme song playing in the backround. Darth Vader is trying to use the force to move objects in the household without success. The frustration is mounting as Darth Vader is poundering giving up until his father comes home from work. Trying one last time to move an object, Darth Vader uses the force on the all new 2012 Volkswagen Passat. Unkowingly his father uses his remote to start the car making it appear to Darth Vader that the force worked. Vader is stunned and the commercial comes to an end.
Volkswagen is a very recognizable name brand. It wasn't until the end of this commercial that viewers realize the product trying to be sold was a car. It was a different approach to the regular car commercials as it played upon comedy. Using a familiar movie character and sound track the audience instantly is brought to the memory of Star Wars. This particular commercial lacked the Volkswagen brand recognition and telling me why I should consider buying this car.
Though the commercial lacked selling power, it was indeed memorable. Brand recognition is just important at times as selling power.
ReplyDeleteI love this commercial I think it's cute and I think bringing in the car at the end was a good marketing idea because if people see a car they might flip the channel because a lot of them are the same.
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