VW Passat: How a single spot can create a social phenomenon

This case describes how the automaker Volkswagen used a one-off commercial to launch its latest Passat model in the United States.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands