Volkswagen announced today that it will be returning to Super Bowl advertising with two :30 seconds sports during the 2nd and 4th quarter of Super Bowl XLV. This will be V-dub’s second consecutive year advertising during the Super Bowl after a nine-year hiatus.
“The iconic shape of the Beetle and its place in pop culture gives us creative license to take a bold and unconventional approach in this spot where viewers only see the silhouette and not the car itself,” said Tim Ellis, Vice President of Marketing, Volkswagen of America, Inc. “Additionally, we’ve partnered with Lucasfilm for the all-new Passat ad, leveraging the emotional heritage of both Star Wars and Volkswagen to create a memorable moment on an unparalleled platform for two of the vehicles most important to Volkswagen’s growth strategy.”
While Volkswagen didn’t release the two ad spots they did tell us what we can expect.
Hit the jump for the details on the two ad spots.
Refresher: The 2012 Volkswagen Passat is offered in three trim levels, S SE and SEL. Entry-level 2012 Passat models are powered by a 2.5L 5-cylinder engine making 170-hp and 177 lb-ft of torque. Standard transmission choice include a 5-speed manual while an optional 6-speed automatic is available. Moving up, buyers can pick a 2.0 TDI Clean Diesel 4-cylinder unit making 140-hp and 236 lb-ft of torque. Mated to a 6-speed DSG transmission, the 2012 Passat TDI gets 43 mpg on the highway and a range of approximately 800 miles. The range-topping 2012 Volkswagen Passat is powered by a 3.6L VR6 units producing 280-hp and 258 lb-ft of torque. Mated to a 6-speed DSG, the 2012 Passat VR6 will get 28 mpg on the highway. Prices will start around $20,000.
2012 Volkswagen Passat:
2012 Volkswagen Passat Ad:
With its all-new 2012 Passat ad, Volkswagen brings Star Wars™ to one of TV’s most talked about events. Accompanied by John Williams’ iconic “The Imperial March,” the spot features the most infamous villain in the galaxy, a pint-sized Darth Vader who uses the Force when he discovers the all-new 2012 Passat in the driveway. The two iconic brands leverage humor and the unforgettable Star Wars score to create an emotional spot and make Super Bowl ad history.
2012 Volkswagen Beetle Ad:
In “Black Beetle,” the first spot for The 21st Century Beetle, cutting-edge CGI creative goes etymological, creating a photo-real lush kingdom where the Black Beetle rules, runs, navigates and out performs all the other creatures. The ad is an homage to some of the greatest car chase scenes in the history of film and TV. With the fast-paced and explosive song “Black Betty,” rerecorded by Jon Spencer and the Blues Explosion, the Beetle ad revs to life even though it does not feature any actual images of the car, a bold move for any automotive brand. The iconic shape of the Beetle and its performance attributes are prominently showcased in the spot, further building anticipation of the reveal.
– By: Omar Rana