Volkswagen teases its next Super Bowl ad spot - The Bark Side

Article by Christian Andrei, on January 23, 2012

"The Imperial March” musical score and a group of dogs that resemble Star Wars’ characters are at the center of Volkswagen’s ad spot for the Super Bowl. A 60-second Super Bowl teaser was seen on YouTube and during an episode of "The Middle" on ABC. The dogs perform their rendition of "The Imperial March," which is more popularly known as the "Darth Vader's Theme," the track that was famously used in last year's VW Super Bowl ad dubbed "The Force."

Tim Mahoney, chief product and marketing officer for Volkswagen of America, said that the dozen dogs that participated in the ad were chosen from among 40 dogs that auditioned. Mahoney explained that what the concept behind "The Bark Side" was to “create an ad to promote an ad."

Mark Hunter, chief creative officer for Deutsch, said that last year, it was one of the few brands that pre-released their Super Bowl ad. Hunter believes that they will continue to set media trends this year. He said that "The Bark Side" teaser will show just enough to whet everyone’s appetite.

Keith Schofield of Caviar Content directed the ad. He recorded the dogs while they were both together and then separately. They barked to a temporary track made by Endless Noise's Jeff Elmassian, who was responsible for the arrangement of the score for "The Force."

If you liked the article, share on:


Login or Create new account to add a comment!


We’ve seen quite a lot of intriguing stories in the age of Internet (where the most interesting part was revealed before the story unfolds). Some are from movies and novels...
by - October 26, 2016
Many people have long known that the new 2018 RS5 was being developed by Audi AG. Enthusiasts the world over were excited when a prototype was seen running on the...
by - October 26, 2016
It was only recently when BMW officially debuted the new 2017 5-Series Saloon (G30) online. At that time, this range revealed that it had driving dynamics that was the best...
by - October 26, 2016
Starting early 2017, the new Audi Q7 will be available with the new 2.0-liter TFSI four-cylinder engine that makes it not only faster but also lighter and more efficient than...
by - October 25, 2016
Soon, Fiat Chrysler’s Dodge brand will be ending the production of the Dodge Viper. So practically, the 2017 Dodge Viper will be the last Viper up for grabs. Gerry Wood...
by - October 25, 2016