Volkswagen Reveals the Game Day Spot

Europe’s leading automaker Volkswagen has revealed its new commercial today on its YouTube channel. Viewers can catch a sneak peek of a special, extended 75-second spot online, with the 60-second version of the ad running in the second quarter of the Big Game. This is the third consecutive year that Volkswagen has advertised on Game Day.

“This is a perfect opportunity for Volkswagen to celebrate with the fans that have made 2011 such a record-setting year for the company,” said Tim Mahoney, chief product and marketing officer, Volkswagen of America, Inc. “This year’s commercial will build on Volkswagen’s ability to tell human stories simply while continuing to build on the brand’s momentum in the year ahead.”

Volkswagen’s 2012 Game Day commercial, “The Dog Strikes Back,” features a story of an adorable dog named Bolt who is inspired to whip himself into shape by the power and performance of the 2012 Volkswagen Beetle. The unexpected final moments are a sly wink toward the Star Wars theme of Volkswagen’s 2011 Game Day commercial “The Force.”

The new ad is part of a multi-faceted campaign for the Big Game, featuring digital and social media activations such as a takeover of ESPN mobile and the YouTube homepage.

In mid-January, Volkswagen launched a “Big Game” tab on Facebook that serves as a one-stop shop for all things related to the game, including The Bark Side teaser, the early online release of the ad, an “Intergalactic Invite” allowing users to send Star Wars themed party e-vites to friends for the Big Game, and more. The new commercial was revealed today, Feb. 1.

Founded in 1955, Volkswagen of America, Inc. is headquartered in Herndon, Virginia. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany.