During Super Bowl XLV in which the Green Bay Packers shocked the world, Volkswagen promoted their new 21st century black beetle during a commercial in the second half. As Packer fans (myself included) nervously watched their teams lead disappear midway through the fourth quarter, it was enlightening to see a unique car commercial stand out from its competitors. Since car advertisements can become excessively repetitive, it was interesting to see Volkswagen’s clever approach of literally filming a black beetle in the wild for their commercial. As the small black creature travels through the endless forest, you realize it’s elusiveness as it dodges an enormous centipede and various objects in its path.
The creative approach reflects strong similarities to William Bernbach’s famous ‘People’s Car’ advertisement in the late 1930’s in which it brilliantly displays the positive aspects in the small and plain Volkswagen beetle.
As the Black Beetle rules, navigates and out performs all other creatures, the beetle also displays impressive speed as it flies off a log and lands gently on a rocky surface. Volkswagen’s unusual yet innovative tactic to display their 21st century Turbo Charged Beetle worked terrifically. Although the Beetle is miniscule and ugly, Volkswagen continues to exhibit ingenious advertising schemes.
Here is the link for the full video:http://www.youtube.com/watch?v=rBk8kstoDss&feature=related
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