Volkswagen has revealed its highly anticipated Super Bowl spot, suggesting that every time one of its cars hits 100,000 miles wings sprout from the backs of its German engineers.
The 60-second ad was developed by Arognaut and comes on the back of a teaser released last week.
It centers around VW’s 100,000 mile claim – that the brand has the most vehicles on the road with over 100,000 miles – and, while the teaser pokes fun at Volkswagen’s perfectionist culture, the ‘Wings’ spot celebrates the engineers’ devotion to the design of the vehicles.
This is the fifth consecutive year that Volkswagen has advertised on Game Day, with Vinay Shahani, VP marketing at Volkswagen America, saying that the Super Bowl is a “unique chance to entertain tens of millions of people and to show consumers why we have so much pride in the brand.”
Jeff Sayen, VW’s marketing manager, told The Drum that this year the brand is looking to capitalise on the social conversations around the ad, something it saw immense success with for its 2011 ‘The Force’ Super Bowl spot.
“In the past we’ve certainly dabbled in it [the social space], but knowing that people communicate and converse almost in real-time, it’s a question of how do we capitalise on that? That’s one of the things we’re preparing for,” he said.
As such, a digital and social campaign has been conceived and produced by Edelman Digital, Volkswagen’s social agency of record. It sees the commercial’s engineers feature in a series of videos across Volkswagen’s owned social channels as well as in a YouTube home-page takeover.
The video segments are set to debut throughout the week leading up to Super Bowl Sunday, as well as during the game itself with live video responses on the gridiron action, and VW will launch a homepage masthead takeover on YouTube beginning 3 February.
Dubbed the “Internet-ifier 5000”, the online experience encourages fans to remix Volkswagen’s Super Bowl commercial with some of the web’s most iconic memes.