Humor and originality have been combined to create this extraordinary marketing campaign. The first time I saw this advert, I thought just after finish: "has really been a Volkswagen ad? But this brand isn´t serious?". Yes, they are serious and magnificent in their image.
For me the key is the mix between a child and Darth Vader, maybe the most famous character of Star Wars. Never in my life would imagine put together an inocent child with the dark side of the force and make an advert. It´s really funny.
Special reference to body language of "Darth Vader kid" because looks worked and the final I think it´s the final everybody wants.
Speaking about the kind of marketing, we can see a big diference with, for example, the previous Chevrolet Corvette advert. Here Volkswagen wants to steal us a smile, because everybody nows the Passat, one of the most sucessful models from the German brand, and they don´t have the necessity to make announcement as agressive as Chevrolet, also because the cars are not in the same category.
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