The Game Day commercial from Volkswagen of America, Inc. has finally been unveiled. The “Get Happy” ad will officially air in the second quarter of the Big Game but it’s already available in YouTube. This marks the fourth straight year that the German automaker has paid to advertise on Game Day.
Tim Mahoney, Chief Product and Marketing Officer, Volkswagen of America, Inc., said that the Big Game stands for an unmatched creative opportunity to embody the Volkswagen brand.
Mahoney also said that it is excited to unveil the campaign dubbed “Get In. Get Happy” this year. The 2013 Game Day ad of Volkswagen features a man who livens up his boring office with an optimistic outlook and a Caribbean accent. This ad, which lasts for 60 seconds, pays homage to Volkswagen’s heritage of “human stories, told simply.”
It also serves as a thematic continuation of its previous feel good ads like “Smiles,” which debuted last September, and the Big Game commercial “The Dog Strikes Back,” which was recognized by Google as one of 2012’s leading ads on YouTube.
Mike Sheldon, CEO, Deutsch LA, Volkswagen of America’s creative Agency of Record, said that with ‘Get Happy,’ the brand aims to make a light-hearted and lively ad to characterize the positive energy and cheerful disposition of the Beetle.
He said that they’re bringing to life the essence of the Volkswagen brand on “America’s biggest stage.” As a teaser to its 2013 Game Day campaign, the company revealed a pre-game release on January 24. In ‘Sunny Side,” we see popular YouTube sensations coming together with Rock and Roll Hall of Famer Jimmy Cliff to sing the theme for “C’mon, Get Happy.”
Ever wonder how one can reinvent an automotive design that’s already very recognizable? Among the most individual designs in the world today are the Beetle, Coke, iPhone, and Ray Ban. According to Volkswagen Design Chief Walter de Silva and Klaus Bischoff, it is important to understand both the product and the brand. This statement set their goal for the Beetle to “Design a new original!”
The team started its work under Bischoff’s direction.
The task of designing the new Volkswagen Beetle was indeed thrilling. Even before they started, they already know they wanted to develop a better profile for the original Beetle than on the 1998 Beetle. They prioritized creating dynamic proportions. What’s interesting about creating one is that some of their members actually own air-cooled Beetles. As such, it has been a cult car for the young designers at Volkswagen.
As a design tribute to the automotive seed of the entire working group, the final design of the 2011 Beetle happened to come in Wolfsburg. As a matter of fact, it’s noticeable that the rear sections of the new Beetle and the old one have lines that are almost identical.
Moreover, they take pride of saying that every part was redesigned very well. Visually, it is more dynamic, bolder, and more masculine. According to Klaus Bischoff, compared to the 1998 New Beetle, the new one is now characterized by a clean, sophisticated and dominant sportiness. Aside from these, the car also has a lower profile and substantially wider. It has a longer front bonnet and the steeper inclined front windscreen that is shifted back a bit more. All in all, it creates a “new dynamism” as explained by Klaus Bischoff.