VW’s TV advert for the new Passat is no run-of-the-mill car advert, in fact the car itself is given surprisingly little air time. Cleverly, VW has decided instead to tell a story, using the universally popular Star Wars theme and soundtrack that creates an emotional connection with its broad audience through positive nostalgia and a gentle tug on the heart-strings. The advert was played out in the prime-time slot during the Super Bowl championships in the US earlier this month. This is also proof that investing in the creation of something special and a bit different is worth it. Since the advert was aired to its US audience, it's gone viral (and global), with over 30 million views on You Tube.
