"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."