Corporate Eye

Volkswagen Gets Creative in Super Bowl Commercials

The biggest U.S. football game of the year, the Super Bowl, was played on Feburary 6, 2011, and this year, it broke all records to become the most watched television show of all time.  As always, the commercials that aired during the Super Bowl were highly anticipated and buzzed about during and after the broadcast.

Making a statement for the 21st century, Volkswagen debuted new commercials that added a new sense of creativity to a brand that had lost some of its style in recent years.  You can watch both commercials below to see how a brand that had grown a bit stale is trying to re-energize itself.

The first ad features the classic Star Wars music and Darth Vader character through the eyes of a child trying to harness the power of the force.

The second showcases a CGI beetle, representative of the new Volkswagen Beetle.

Volkswagen has been taking a number of positive steps in recent years to drive sales to new heights.  The new advertising creative seems to be a great complement to that effort.  If nothing else, it has certainly piqued some Super Bowl viewers’ interest in what the new Volkswagen Beetle will look like.

What do you think?  Will the new Volkswagen advertising push attract a new generation of customers to the Volkswagen brand?

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.