Volkswagen had a hit on its hands last year. The automaker’s 2011 Super Bowl commercial, which features a pint-sized Darth Vader, has more than 48 million views on YouTube. For 2012, Volkswagen is bringing dogs into the fray, as a group of canines bark the Imperial March in its latest commercial teaser.
While the ad features dogs that represent both light and dark sides of the Force, Volkswagen also plans to provide personalized Super Bowl invites that feature a Star Wars title crawl on its website.
Super Bowl Sunday is traditionally a huge advertising opportunity for automakers. MSN reports that game day commercials will reach an expected audience of 110 million and cost $3.5 million for 30 seconds of air time. MSN says that Brian Thomas, Volkswagen’s general manager of brand marketing, is confident in the new ad. “Last year’s Super Bowl campaign was an overwhelming success for the brand,” says Thomas. “We see this year’s Super Bowl as a great way to continue this success.”
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