How Volkswagen's 'The Force' Changed the Super Bowl Forever

Inside Deutsch LA's famed 2011 crowd-pleaser

It's standard practice these days to release your Super Bowl ad before the game even starts—pushing the PR engine for all it's worth, and building fully integrated Super Bowl campaigns instead of just merely airing a spot. This tradition is barely a decade old, though—and it began with Deutsch LA's "The Force" for Volkswagen in 2011. Hear our panel of experts discuss the heartwarming spot, and how the content and media strategy aligned to produce one of the game's all-time classics.


  • Tiffany Rolfe, Global Chief Creative Officer, R/GA
  • Rob Reilly, Global Chief Creative Officer, WPP 
  • Tim Nudd, Editor in Chief, The Clio Awards & Muse by Clio
  • Tyler Cameron, Television Personality & Model
  • Michele Tafoya , NFL Sideline Reporter 
  • Daymond John, CEO, FUBU & The Shark Group

See more episodes of our series below:

Always 'Like a Girl,' From Online Viral Hit to Super Bowl Champion

The Sad, Somber Hilarity of's 'When I Grow Up'

Chrysler and Eminem's Epic Salute to Detroit and Its Auto Industry

The Enduring Charm of Coke's Mean Joe Greene Ad

The Night Alexa Lost Her Voice but Spoke Louder Than Ever

Eli Manning on His NFL Ad and Those Sweet Dirty Dancing Moves

The NFL's Epic Super Bowl Ad That Was 100 Years in the Making

When Every Ad Was a #TideAd: How P&G Hijacked the Super Bowl

Nothing but Net: Jordan and Bird's Epic Showdown for McDonald's

How Reebok's Terry Tate Smashed His Way Into Super Bowl History

Cindy Crawford for Pepsi: Two Icons, One Perfect Super Bowl Ad

Budweiser's 'Puppy Love' ... the Cutest Super Bowl Ad Ever?

How Doritos and Mountain Dew Created a Rap Battle for the Ages

Betty White and Snickers: A Match Made in Super Bowl Heaven

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