The VW Passat was not on the midsize sedan shopper’s list. For 2012 it was redesigned to address what buyers wanted: it was bigger, more stylish and more affordable. Engaging consumers early and getting them interested in the new Passat before it launched was critical to success. So, we enlisted a mini Darth Vader to announce its arrival seven months early on the Super Bowl. The plan worked; people were engaged. The spot became the highest-rated auto video in YouTube history worldwide and exceeded 42MM views before the car launched.
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