Deutsch wanted to go a step further than just pre-releasing the Super Bowl spot for 2012. In order to get people even more excited for the upcoming ad, Deutsch launched a teaser ad that could be shared online. This teaser set a precedent for consumer engagement for other agencies to follow.

Launch the campaign
Published
December 2012
Topics

The Story

Deutsch wanted to go a step further than just pre-releasing the Super Bowl spot for 2012. In order to get people even more excited for the upcoming ad, Deutsch launched a teaser ad that could be shared online. This teaser set a precedent for consumer engagement for other agencies to follow.

To put a canine twist on a beloved Star War theme, we wanted to sound-mix a group of dogs into a uniformed musical arrangement. The launch relied heavily on YouTube audiences to spread the word about Volkswagen's upcoming Super Bowl commercial. The video's successful execution and entertaining quality enabled YouTube to be a successful outlet for sharing.

The Technology

The Results

The success of 'The Force' from last year was a tough act to follow. But Deutsch understood that to go further, they would have to start the conversation instead of just be a part of it. 'The Barkside' - a mutt melody of Darth Vader's theme - was a universally loved execution that created a new method of launching commercials that has already been adopted by everyone.

Launch Date 18 January 2012