Volkswagen — The Force, 2011— Deutsch LA
The Force
- Brand:
- Volkswagen
- Agency:
- Deutsch New York
2011FilmVideo · YouTube
Timeless principle
Use the product feature to complete a human story.
The idea
Let a child dressed as Darth Vader believe he has started the family Passat with the Force.
Why it works
The child’s repeated failures build affection before the car enters the joke. Remote start supplies the magical payoff without needing explanation, and the father’s small gesture makes the technology feel warm rather than showy. Product and story resolve in the same beat.
