Volkswagen essentially won the Super Bowl last year with it’s Star Wars themed commercial and they’re looking to replicate that buzz and success this year. While they’ve firmly indicated that it won’t be the same thing or a sequel as the little boy is not returning, they’re going with the movie theme again. “Given the momentum and interest, it made the most sense to tap into the equity of last year,” Tim Mahoney, chief product and marketing officer at Volkswagen of America.
What they’re going to do this time around is to deal with a cantina recreation from the original movie in order to highlight the Volkswagen Beetle. Last year was a big push on the Passat. And in order to get people looking forward to it, they recently did a game day teaser ad called “The Bark Side” which has been shared endlessly amongst people already in which the dogs bark out the Imperial Theme.
Check out last years commercial below as well as the new teaser.
