VW to feature quality-obsessed engineers on new Super Bowl XLVIII ad

Article by Anita Panait, on December 23, 2013

Volkswagen is intending to show how its German engineers are obsessed with quality through its commercial spot at the upcoming Super Bowl XLVIII. Volkswagen of America has confirmed that it has bought a 60-second spot during the second quarter of the Super Bowl broadcast on Feb. 2, 2014. This will be the fifth consecutive year that the VW brand has advertised during the big game, which is considered as the most watched advertising event in the United States.

Justin Osborne, general manager of marketing communications at Volkswagen of America, said that some of the key characters in the ad will be actual German engineers, not actors. He remarked that the spot will show how their “obsessiveness about making cars perfect can be a little funny.”

The spot will feature the VW’s entire lineup instead of a single model, with an emphasis on the Passat sedan.

In its two previous Super Bowl spots, VW has featured the Beetle. “We’re not Beetled out, but we’ve done enough of it,” Osborne said, adding that the “Passat is a beautiful, mainstream car that not everybody knows that we make.” He remarked that if VW keeps featuring the Beetle, it would narrow or reinforce perceptions of the brand. He noted that VW wants to have a strong, mid-sized player.

In the past years, VW has made it a point to have a strong marketing presence during Super Bowl Sunday. Executives are trying to emulate the success of the now considered iconic 2011 "The Force" ad that featured a young boy dressed up as Darth Vader. The ad has been a hit and has been watched over 50 million times on YouTube.com.

If you liked the article, share on:

Comments

Recommended

In 2014, Jaguar Land Rover’s Special Vehicle Operations revealed the F-Type Project 7. At that time, it was said to be the fastest accelerating road car carrying a 5.0-liter Supercharged...
by - May 29, 2017
There is an ongoing rumor going around the automotive community, and it’s aimed at BMW. The rumor? The German marque has reportedly axed the i5 Electric vehicle concept. These supposed...
by - May 29, 2017
Volkswagen's yearly Worthersee affair that happens in Austria is considered a hotbed for all types of cars from the German company's long and renowned history. Most of the gathering features...
by - May 29, 2017
Behold, the Rolls-Royce Sweptail! The Sweptail is probably the biggest two-seater car that has ever been built. It may look odd at first glance, and you may not be fond...
by - May 29, 2017
BMW just keeps on getting bigger and bigger, in terms of their lineup I mean. Just after unveiling the 8 Series Concept, they are now teasing us with an M8...
by - May 29, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries