To put it simply, we don’t get it.
We wrote a review in early January commending the brilliance of ‘The Bark Side’; the follow up to ‘The Force’ (the kid as Darth Vader) and the teaser to this, VW’s Superbowl ad.
Now, to be fair, with so much hype, this ad came highly anticipated and with a lot to deliver. We had no idea what it was going to contain, yes Starwars, but what were they going to do with it this time? We did however have faith it would be good whatever it was. Well no, we were wrong.
If we break it down, the dog is good. It follows on from ‘the Barkside’ and his/ her attempts at getting fit are genius, particularly the touch of ignoring the food being dropped on the floor. If the ad was meant to be ‘how a dog gets fit enough to race a car’, then maybe they were on to something. Only maybe though; what that ‘something’ was, we still couldn’t quite follow.
Then it happens. We go from dog and green scenery to a bar with Star Wars characters. Is this two ads in one? We don’t even think La Deutsche know.
Our view: they have lost the point around German engineering and are holding on to something which has now clearly gone. Star Wars no more.
‘The Dog Strikes Back’… or the dog fires a blank?