In recent years, Volkswagen has produced some of the most memorable and appealing television commercials on the airwaves making the auto company a prime example of advertising.
Based on the German automaker’s strong push for a greater share of U.S. markets, their marketing team has crafted commercials that tickle our funny bones, poke fun at society stereotypes and appeal to our most basic humanity.
By and large, they have been extremely effective at raising brand awareness and energizing their bid to become a premier supplier to the American public.
The commercial most recognized by television viewers was initially broadcast during the 2011 Super Bowl and has acquired more than 57 million hits on YouTube. “The Force” is based on an international cultural touchstone of the Star Wars franchise with a young boy attempting to act on objects around him using only his mind. Even without the iconic Vader costume and John Williams soundtrack, the idea of a young child attempting to use “the Force” resonates with most men and mothers. The hook of this particular vignette is the child’s reaction when the car “responds” which serves as the punch line to the joke.
In its other memorable Super Bowl commercial, “Get In, Get Happy” Volkswagen teases the viewer with a Midwestern executive who has mysteriously adopted a Jamaican accent. Using some slightly misplaced but endearing stereotypical colloquialisms, this commercial jars the viewer’s preconceptions about social behavior. Like its other Super Bowl ad, it doesn’t reveal that the accent and upbeat attitude are a result of riding in the Beetle until the end. In spite of its use of some unusual stereotypes, this spot convincingly communicates the idea that driving the Beetle is a relaxing and enjoyable experience.
Volkswagen took a different tact in “It's Not The Miles, It's How You Live Them.” This engaging commercial introduces a series of laughing people, beginning with an infant and ending with a senior citizen. Not only does the natural luminosity of such ebullience appeal to viewers, but provides a warm emotional connection with the company. While there is no joke in this commercial, there is a vibrant humanity that resonates with people from all walks of life, and the theme that enjoying the driving experience is important is ably communicated.
A recent Volkswagen commercial that plays on social conventions is “Mask.” The shopper who enters a store wearing a ski mask incites the viewer’s curiosity and manifests a twinge of concern. The commercial heightens this uneasiness by highlighting the watchfulness and tension among the other shoppers and store clerk. The tension is released once the shopper is among his friends in an uncovered convertible in the midst of winter. The mounting unease followed by a humorous release effectively promotes the convertible Beetle’s appeal.
Volkswagen has successfully used humor, intrigue, humanity and thrills to generate an inspired advertising campaign that most marketers can admire. Not only have these commercials become viral hits, but they have elevated Volkswagen’s position in the market and strengthened relationships with U.S. consumers.
Developing a memorable TV advertisement requires a compelling element like humor, and if it is effectively executed, it can be a blockbuster success for the business.
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