In 2011, Volkswagen’s unforgettable Super Bowl XLV ad
(featuring a young Darth Vader, amazed at the sudden emergence of his mystical powers) earned the brand the Number One Ad of 2011 award from Adweek.
Last year, it’s follow-up, called “The Dog Strikes Back
,” earned it recognition from Google as one of the most popular ad videos on YouTube. Even its “The Bark Side
” teaser managed to draw in viewers prior to the main ad’s debut during Super Bowl XLVI.
In 2012, Volkswagen has seen a 35-percent increase in year-to-date sales, and has also enjoyed 27 consecutive months of sales growth (year-on-year). While it’s impossible to know how much of this ties back to its Super Bowl campaigns, this much is clear: a lot of eyes saw the Volkswagen brand while watching the Super Bowl in 2011 and 2012.
Recognizing that Super Bowl advertising, as costly as it may be, has had an impact on Volkswagen’s brand recognition, it’s announced that a new ad campaign will debut during this season’s Super Bowl XLVII, scheduled for February 3, 2013.
Volkswagen isn’t saying much about this year’s commercial, but it’s admitted that the spot will tie back to its “Why VW” ad campaign featuring “simple, human stories” told by owners.
Will that have the draw of its previous spots? Our guess is yes, since Volkswagen
seems to have found an advertising formula that connects with the car-buying public.