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Volkswagen To Advertise 2012 Beetle During The Super Bowl

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On: Wed, Dec 28, 2011 at 3:09PM | By: Chris Weiss

Volkswagen To Advertise 2012 Beetle During The Super Bowl

I don't necessarily think the average Beetle driver is a rabid football fan, but both the Beetle and the Super Bowl do have one big thing in common: They both enjoy hugely iconic status in the US. These two icons will soon be joined together when Volkswagen uses the biggest day in American television advertising to showcase the all-new Beetle.

Volkswagen announced that it will have a 60-second spot at the start of the third quarter of Super Bowl XLVI. The automaker hasn't revealed any specifics about its ad, but did say that "a fully integrated digital, social media, and grassroots campaign" will accompany the ad.

Besides the iconic status of the Beetle, the news is intriguing in that Volkswagen had one of last year's Super Bowl's most interesting ads. The Force featured a little kid dressed as Darth Vader trying to summon 'the force." After failing on the lazy family dog, washing machine and doll, he finally found success on the 2011 Passat parked outside (or at least his dad let him think so by "summoning" the car to life with the remote entry).

The ad was voted number one of the Super Bowl by AdBowl.com and, more recently, best ad of the year by Adweek. It's also racked up more than 45 million YouTube hits in less than a year.

While it was lost in the hype of The Force, Volkswagen also advertised the Beetle during last year's game. Since it hadn't been introduced yet, the commercial called Black Beetle didn't show the car but instead had an actual beetle teasing its shape.

Volkswagen introduced the new Beetle in April. Instead of tying itself down to one auto show, the automaker unveiled it simultaneously from the NY, Shanghai and Berlin. The car features some new dimensions that VW hopes will appeal to more men.

VW set the bar pretty high for itself if it expects to generate even a fraction of the buzz that The Force did. But with a little creativity, the new Beetle should be just as interesting a subject.



Stephy21 | 4:15PM (Wed, Dec 28, 2011)

The new Beetle looks good i like the new design I'm glad it doesn't look like anything else out there. With a fresh new look i think the Beetle will do good in sales.

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