I chose Volkswagen's 2012 Super Bowl commercial because I always love their commercials and think they consistently do a great job. This specific commercial follows a dog named Bolt's pursuit of fitness, motivated by the new (at the time) VW Beetle. Volkswagen's best ads always seem to weigh heavily on the pathos and this commercial sticks to the trend. Initially, when Bolt tries to chase the beetle, he fails to fit through the doggy door; this combined with sad music fills the viewers with sympathy. They immediately transition to an upbeat song accompanied by various video clips of the dog exercising and declining tons of tasty treats. His endeavors pay off and the next time the Beetle speeds by Bolt can live up to his name and catch up to the VW. Volkswagen does a great job in appealing to their audience; fitness and weight loss are goals many Americans strive for and appreciate; therefore, by including it in their ad, they allow their audience to relate while also being entertained. Also to be appreciated is that they keep their commercials clean; thereby, appealing to families. A little extra treat is that they end the commercial by referencing back to their commercial from the prior year; reminding viewers of their past successes. They leave the audience with smiles on their faces and an appreciation and possibly desire for their product. Overall, the commercial manages to be humorous, relatable and heart-warming while still showing the speed and excellent lines and look of the VW Beetle.
Here is a link to the commercial they referenced back to. Watch it if you want another smile! :)
http://www.youtube.com/watch?v=R55e-uHQna0
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