Volkswagen of America's minute-long 2014 Super Bowl spot from ad agency
Argonaut, released online this morning, sports a pretty lofty concept:
Every time a VW vehicle hits 100,000 miles, a German engineer gets his
wings. Indeed, we see feathered appendages sprout from engineers' backs,
and some of the guys float around a VW factory like angels in lab
coats. The "wings envy" scene in the men's room is a cute touch.
“We are thrilled with this year's creative, which highlights the
enthusiasm around our brand and our vehicles' German engineering in a
humorous spot that embodies the Volkswagen spirit," says Vinay Shahani,
VW's vp of marketing. The automaker claims to have the most cars on the
road with over 100,000 miles.
VW believes the "Wings" concept has legs, as the engineers will appear
in additional game-day videos across VW's social channels and offer live
responses to on-field developments. They will also lead an
"Internet-ifier 5000" YouTube homepage takeover on Feb. 3, the day after
the game, remixing the "Wings" commercial with cat and baby memes from
around the Web.
The spot's tone, broadly farcical but not especially outrageous, is
nothing like VW's noisy "Algorithm" teaser, which lampooned Super Bowl
ads by showing the engineers using science to design the "ultimate"
big-game spot crammed with puppies, bikinis, babies, dinosaurs, pirates,
Carmen Electra and Abraham Lincoln (none of which had wings).
I wonder if VW will take some heat for showing mainly white, male,
middle-aged engineers? The most prominent woman in the factory slaps a
dude's face because she thinks he's trying to get less than angelic with
her in an elevator. Guess he could've used a wingman.
"Wings," which premiered Tuesday morning on NBC's Today show, marks the
client's fifth consecutive Super Bowl appearance. VW enjoyed its
greatest game-day success with 2011's "The Force,"
a charming Star Wars-themed spot from Deutsch LA. I doubt "Wings" will
soar to such iconic heights, but its silly humor flies well enough to
make the ad memorable.
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