The Force

May 23, 2012

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.