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Volkswagen Releases 'Bark Side' Super Bowl Teaser

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On: Thu, Jan 26, 2012 at 3:15PM | By: Chris Weiss

Volkswagen Releases 'Bark Side' Super Bowl Teaser

Super Bowl advertising might just be getting out of hand when we start seeing ads for ads. Commercials are, after all, nothing more than thinly veiled vehicles for picking our pockets by way of manipulating our minds. Should we really be getting this excited about them?

In Volkswagen's case, the excitement is somewhat warranted. Last year's "The Force" commercial was largely hailed as one of the best ads of the big game. So everyone's either rooting for or against VW in its attempt to follow that commercial up this year. So far, VW isn't disappointing, unveiling a creative teaser for this year's Super Bowl ad.

The teaser called "The Bark Side" plays on last year's Star Wars theme. It also plays on one of the infallible staples of advertising--cute canines. The minute-long video is entertaining enough but gets even more entertaining when you realize that the dogs were chosen for their perceived resemblance to Star Wars characters. Viewers can have fun analyzing each one and figuring out what character it represents.

The dogs were filmed both together and separately and, in some cases, their tones were digitally manipulated to get just the right musical rendering. What follows is a bunch of dogs barking out the Darth Vader tune that underpinned last year's "The Force" commercial.

So far, the teaser is working. According to Auto News, the YouTube video received 1.6 million views in 24 hours. Not only is that the definition of viral, it surpasses even "The Force", which received 1.1 million within that time frame after launch. As of publishing, "Bark Side" had close to 8 million views.

The ad was designed to foreshadow the upcoming commercial, so we assume that this year's spot will be Star Wars-related as well. Or maybe it will be dog-themed.

That's about as much as we know, though Volkswagen did say earlier that it plans to use the Super Bowl to advertise the 2012 Beetle. Whether or not that's the same commercial as is previewed by "The Bark Side" (VW ran a Beetle spot in addition to "The Force" last year) remains to be seen. The Beetle ad will be a 60-second spot at the beginning of the third quarter of the game.



dwalter | 4:13PM (Thu, Jan 26, 2012)

Love the Wicket (Ewok) dog!


Sami18 | 2:12PM (Fri, Jan 27, 2012)

I like how Volkswagen incorporated their last commercial with their new one, they did a great job and they are hilarious.


Stephy21 | 3:05PM (Fri, Jan 27, 2012)

I love the star wars theme i use to love the movies as a kid.

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