| This is the website of the video: https://www.youtube.com/watch?v=R55e-uHQna0 This advertisement is called “The Force”, and it’s for Volkswagen’s new Passat back in 2012. Everybody loves Star Wars. Everybody loves kids. When combining those two elements, the advertisement is hard to be neglected. With the superhero-style background music begins, a little kid dressed up as Darth Vader walks out of the corridor. Obviously, he is still in his most beautiful age when he is curious about the whole world and lives in his own fantasy. This cute boy dreams about using the Force on various kinds of things, the running machine, the baby doll, the washing machine and the huge dog. However, and apparently, none of his little tricks works, and the dog just walk around randomly, ignoring the Darth Vader beside him who smells like his little host. And the boy’s mom looks at him pitifully when he tries to move the plate on the table. You can tell how disappointed he is by his upset gesture. Finally, his dad comes home with a Passat. The little Darth Vader is so eager to give it another try that he even refuses his dad’s hug. Suddenly, the music quiets down, and with the help of his dad, the Force eventually works on the Passat. The boy’s excitement and astonishment are nowhere to be hidden. What an adorable and creative advertisement it is. The kid’s Force can’t work on any other things but the Passat, it gives the boy a huge surprise. And the kid’s body language makes the advertisement more successful. You can feel his sadness after the failures and he is too excited to know what to do when he “makes it”. Those contrasts show the audience how amazing and unique the Passat is. Moreover, the love of the family is an important part of the advertisement. It gives the Passat a symbol of love and tells the audience that this is the magic that the Passat can bring to you and your family. This Window Effect is hard to resist. |