Volkswagen- “The Force”

Volkswagen kickstarted a new era of Super Bowl advertising by unveiling “The Force” online the week before the championship.


The use of a young child creates a good impression about the commercial because as many know from watching the Star Wars series, Darth Vader is a very looming and dark character.The child’s reaction of awe and amazement staggering backwards is priceless, making the commercial very memorable for many. Another aspect of the commercial is the allusion to the car buying process, as the child attempted to use the force on the dog, baby doll, washing machine, sandwich, and finally the Volkswagen. After trying many different cars, the Volkswagen has “the Force” to be controlled by its buyer, a dream of every Star Wars fan.

Star Wars is one of the most well known themes when it comes to soundtracks. Using the powerful music of the iconic series in a commercial is ingenious, because it sparks a memory for many. Created in 1977, the Star Wars franchise was launched around the same time as today’s young parents were growing up. This is a perfect connection for their target market of adults, 25 years and above, taking them back to their childhood. The commercial is very relatable as every child wanted to harness, “the Force.” Volkswagen reinforces the desire as parents reflect on their childhood. The point of the advertisement is to illustrate the power, “the Force” waiting to be harnessed inside a Volkswagen.

The advertisement square is to describe the low gas mileage, and the power that is inside the car. The vehicles’ power relating to “the Force” is the flair created by Volkswagen. The association of the childhood memory is reinforced with the Darth Vader costume and music which makes a memorable and humorous advertisement. These two elements successfully separate Volkswagen from all other car makers by resonating with consumers.

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