VW Passat: How a single spot can create a social phenomenon
Principal authors: Joe Feldman, Deutsch Inc; Jane Dorsett, Lowe and Partners
INTRODUCTION
This is a paper that describes a social phenomenon. How one idea created an indelible story, delivering an infectious creative, with enduring charm and appeal: The Force.
It is the story of a single 30 second TV ad, which initially aired just once at the US Super Bowl in February 20111, to launch the new VW Passat: a car that would not be available for a further 6 months.
It became the...