This ad for the 2012 Volswagen Passat caught my eye on YouTube. It shows a little kid dressed in a Darth Vader costume, trying to use the force to make things around the house move. When his dad gets home, the kid tries to use the force on the car (a Passat). From inside the house, his dad clicks a button on his keys and the car turns on. The mini Vader believes he really does possess the force, just like the characters in Star Wars.
I thought this ad did a very good job entertaining the audience, although the content seemed kind of random. Showing the kid running around using the force was very cute, and it definitely made me laugh. They used the Need to Nurture as well, displaying a mother making lunch and father wanting to please his son. I can see that if I were a parent, this ad would be really appealing. It would make me think that the Passat is a way to connect with my child, even though it is really just a car.
The music in the background was essential to the entertaining and entrancing aspect of the ad. They played the traditional Darth Vader song. Almost everyone has seen Star Wars, and nearly everyone knows this song when they hear it. It made me think of when I was younger and would play games like that. I'm sure it had the same effect on other viewers. The familiarity of the song made the car seem like a necessity of childhood.
The only issue with this ad is the disconnect between the actual product they are trying to sell and the plot of the commercial. They spent a lot of time entertaining the audience with a cute little kid and some fond childhood memories, but when the car showed up at the end, it seemed a bit random. I understand that they were displaying the car's ability to turn on when a button is pressed on a key from a distance. But, that's only a minute feature of the vehicle as a whole. It almost seemed like they were trying to make the automobile seem magic as it helped the kid achieve his goal of using the force. In reality, the Passat is just another car, and to top it off, the viewer receives no other information about it other than the key feature.
I agree that there wasn't a very strong connection between the plot of the commercial and the product; however, I believe that the plot made up for the connection it lacked. The thing that Volkswagen is trying to sell with this commercial is the cuteness of the kid, the Star Wars connection with the audience, and family. By making the kid believe that he caused the car to light up using "the force" made me, and probably everyone who watched this commercial, feel warm inside. It tells the viewer that this car will bring joy and happiness to your family.
ReplyDeleteThis commercial was very cute. The little boy seems so happy when the car starts with his force. Any kid wants that to be true, for them to have the Force. If you ever asked yourself, what is the Force. However, i agree that the plot didnt have much to do with the reality of the car.
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