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.