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How VW's 'The Force' Became the Dark Lord of Super Bowl Ads

On episode 2 of Tagline, the long road to a modern classic

The 2011 Super Bowl was a traffic jam of automotive advertising. But one spot managed to Force-choke all rivals into submission—Volkswagen's "The Force," created by Deutsch LA, a commercial that would go down in history as one of the most beloved ever to air on the big game.

This week on Tagline, we look back at the making of the classic ad with many of the folks who worked on it—from the concepting stage through to the audacious media decision that would partly define its legacy.

 

Listen to episode 2 of Tagline above, or subscribe to the show wherever you get your podcasts. And below, check out some of the work mentioned in the episode.

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Episode 2 guests

• Tim Ellis, CMO, NFL
• Jennifer Clayton, brand and retail content director, Volkswagen of America
• David Povill, executive creative director, BBDO LA
• Craig Melchiano, creative, EP+Co
• Michael Kadin, freelance creative director
• Pari Boorer, integrated marketing consultant
• Mike Sheldon, CEO, Mike Sheldon Strategic Advisory
• Jim Haygood, editor, Union Editorial
• Max Page, actor


The original script of 'The Force'

Courtesy of Craig Melchiano


Volkswagen 'The Force' (online :60)


Volkswagen 'The Force' (Super Bowl :30)


Volkswagen 'The Force' (:15 teaser)

Aired on SNL the night before the Super Bowl in 2011


Volkswagen 'The Force' (bloopers and deleted scenes)

Note the Roomba, a nod to the drones of Star Wars, at 0:29

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. Previously, he was creative editor at Adweek.

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