Articles > International Automotive Newsprintwrite comment



06.02.2010 / Wolfsburg - Cairo - Dubai /

During Sunday's Super Bowl game, the final game and high point of the American football season, Volkswagen will present important new models for the US market. Volkswagen has produced two commercials for the Super Bowl, featuring the new US Passat and the silhouette of the new Beetle, even before its official launch. More than 100 million viewers will be watching the game between the Green Bay Packers and the Pittsburgh Steelers.

�The Super Bowl is a TV event with one of the highest viewer totals in the world. We intend to take this opportunity to present our latest models to a very wide audience and to heighten the emotional associations of the Volkswagen brand,’ says Luca de Meo, Head of Group Marketing and Head of Marketing, Volkswagen Passenger Cars.

As in the Oprah Winfrey Show in November 2010, the new Beetle is shown as a silhouette in the �Black Beetle’ commercial. In a fantasy world, a beetle is involved in a race with other �bugs’. The parallels with car chases from films and TV shows are no accident. At the end, the beetle reaches the finishing line first and its silhouette is transformed into that of the Beetle.

The second spot establishes a link with the legendary Star Wars™ films of George Lucas. Underscored by John Williams's �Imperial March’ soundtrack, the commercial shows a small boy wearing the costume of film villain Darth Vader. He is practising his martial arts on the Passat in the driveway in front of his parents' house and is surprised by the apparent reaction of the car.

�There are very few occasions when commercial spots can attract such levels of attention as at the Super Bowl. The originality of our commercials will help make the game an unforgettable TV experience,’ said de Meo, commenting on the importance of these spots.

Volkswagen already scored high at the 2010 Super Bowl with its �Punch dub’ spot based on a popular children's game. The commercial, produced with the aid of US musical star Stevie Wonder, was a resounding success: immediately after the game, Volkswagen had 50,000 new Facebook fans. A million users viewed the spot online.

This year's Super Bowl activities are part of a comprehensive campaign in preparation for the US launch of the Passat and Beetle. This also includes a takeover of the main YouTube channel the day after the final.

In addition to a broad-based social media campaign, further activations are planned on The Oprah Winfrey Show, in the National Basketball Association (NBA) finals and in the NFL.

write comment

Readers Comments:

No comments yet

Related articles:


The biggest automotive group and Road Safety initiative in Egypt and the Middle East
Want to sell your used car or buy one? Then check out our new used car market section here!

Mohamed Sheta on social media:

Looking for a good service center or aftersales customer service? Did you have any bad experience with your car dealer or service center? Then check our 'automotive evaluation charts' here!

Latest Test-Drive Video and CEO Interview

Ford EcoSport Titanium Test-Drive ... Part 1

Nile TV

Mohamed Sheta
Every Wednesday in The Breakfast Show on
8.30am – 09.00am LIVE


Every Thursday
on Egypt's most influential radio network:
Radio DRN 93.7 FM
Live from 6-8pm

Radio DRN 93.7 FM

Autoarabia Group @

Join Autoarabia Group @, racing, tuning and events in Egypt and Middle East
Is Egyptian car market corrupt or collapsing?
Is the Egyptian car market collapsing or is it just a corrupt and unprofessional car market? This is surely one of the most asked questions these days. Everybody is asking ...


AutoArabia Consulting

Only for company requests. For readers letters and complaints kindly click here

International Engine of the Year Award

Middle East Car of the Year


IRF seminar

Road Safety & Public/Private Partnership
International Road Federation