It’s not often it happens, but last year Main Street and Madison Avenue did agree on one thing. Both the general public and the marketing geniuses loved that VW spot featuring a young boy as Darth Vader. It was touted as one of the best of the Superbowl spots. From our point of view, it just reinforced the power of geek. These icons have the power to cut through the clutter.
And you may already have heard the tale about how VW harnessed geek culture with this authentic and intelligent spot. They originally showed it to the passionate fan base, and then let them spread it from that core to the general public, This was all done before the real spot debuted on TV.
VW knows they have a good thing and they’re going to try again. Here’s the new teaser. What do you think?