After Volkswagen’s Vader-themed spot for the VW Jetta scored with Super Bowl viewers back in 2011, the brand has made big-game advertising a key element of its U.S. presence. As explained by Vinay Shahani, vice president of Marketing at Volkswagen of America: “The Big Game is a unique chance for Volkswagen to entertain tens of millions of people and to show consumers why we have so much pride in the brand. We are thrilled with this year’s creative, which highlights the enthusiasm around our brand and our vehicles’ German engineering in a humorous spot that embodies the Volkswagen spirit.”
In fact, the Volks at VW are so thrilled with the spot—titled “Wings”—that they’re already featuring it on the brand’s YouTube channel. In the 60-second ad, a father goes George Bailey on his tween daughter after she’s less than impressed when the family Jetta surpasses six figures on its odometer. Once dad explains that “every time a Volkswagen hits 100,000 miles, a German engineer gets his wings,” the commercial shows exactly how this affects things for a brand that claims to have “the most vehicles on the road with over 100,000 miles.”
To find out what happens when a VW breaks the 200K-mile barrier be sure to stick around to the end of the commercial.
To find out why it’s only male engineers who seem eligible for feathers—see: “his wings" and the ad itself—contact Volkswagen.