Super Bowl Ads Tease VW New Beetle, Passat
Automakers are heavy spenders in the advertising business, and it’s no surprise to see them buy up plenty of the air time at this year’s game. (Cars.com will air two spots.) Volkswagen announced today it will run two ads. One will be a “Star Wars”-related ad, and another artfully teases the 2012 New Beetle without revealing much.
The “Black Betty” spot about the New Beetle features a cutesy-looking insect darting through the forest, away from potential predators. The buggy ad pays homage to memorable car chases from the silver screen. It’s important to note that we won’t get a full look at the new Beetle, but we already know some of what to expect from Oprah’s shenanigans in November.
The other ad focuses on Volkswagen’s more mainstream, more affordable 2012 Passat. The sedan is still a few months away from hitting dealerships, but it’s important that the automaker communicates with buyers that this isn’t the same as the 2010 Passat. The ad, called “The Imperial March,” was produced by Lucasfilm and features a miniature Darth Vader. VW says it’s going to be funny, but we’ll have to wait and see how that concept holds up.
GM will return to the Super Bowl for the first time in two years, with five ads, according to Automotive News. Other major players include Hyundai, Kia, BMW, Mercedes-Benz and Suzuki.
