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The dog strikes back in Stars Wars VW Beetle ad

February 5, 2012 |  4:15 pm

 

How in the world does an ad agency, even one packed with creative thinkers like Deutsch, L.A., surpass the pint-sized Darth Vader-draped glory that was “The Force”? That completely charming 2011 Super Bowl ad, now up to about 50 million views on YouTube alone, rated at the top of most consumer polls not just for the year but for any big game spot ever.

No pressure for this year, right?

Ad execs returned to the “Star Wars” well, further risking comparisons, and came up with an out-of-shape family dog that slims down to chase after a VW Beetle. The movie reference comes at the end, with a re-creation of the cantina scene and a visit from evil Lord Vader himself.

Timeline: Best Super Bowl ads

The agency reportedly spent six months on the campaign, having gone through at least 200 ideas before settling on the canine-themed ad. A revisit to “Star Wars” was always part of the plan.

 

As a teaser, the agency released “The Bark Side,” which had a group of lovable mutts barking the “Star Wars” Imperial Theme. Hey, that terrier sounds just like a Wookie. The clip has nearly 11 million YouTube views to date.

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- T. L. Stanley

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