VW ‘Punch Dub’ Ad is the Winner of the Super Bowl Spots

VW ‘Punch Dub’ Ad is the Winner of the Super Bowl Spots

Just in case you were wondering about my opinion, Volkswagen is the ad winner – for my money (not that it has anything to do with my money) – of the 2010 Superbowl spots and here’s why:

  1. It is centered around the brand showing its depth and breadth and not simply a funny spot where you remember nothing about the product.
  2. It reminds their primary target how VW is immersed in our culture and renews an old road game; nostalgia is a powerful draw.
  3. The slapstick keeps our attention and makes us laugh
  4. Makes us tell stories among ourselves and enhances our love for the brand even if we’ve never owned one.
  5. The spot was crafted well enough to make us want to test drive a VW; the cars looked beautiful.
  6. The payoff was gratifying with Stevie Wonder and Tracy Morgan; two beloved celebrities.
  7. The campaign is easily integrated across all media; its story is easy to share on Social Media and at the Water Cooler.
  8. It has legs: visit Sluggy Patterson on Twitter and Posterous.

I can go on but you get the point.  Add to its draw is the fact it was superb among many awful ads we had to sit through this year.  My second choice was the Google’s Love Story ad but I’m still trying to figure out why they bothered, what did they gain exactly?

Go here for the video of Sluggy’s story and here for Punch Dub the game and on FaceBook here.

[update] Barbara Lippert’s Critique in Adweek gave the nod to Google and mentioned Betty White and the Snickers Spot. Both are solid in my opinion but Google on TV seemed gratuitous and without purpose; exactly what were they expecting, more awareness or increased user-ship? The Betty White/Snickers spot was a solid pick but we’ll remember their clever casting of Betty White and Abe Vigota before we’ll recall the brand name; it wasn’t “of the brand” the way the VW spot is.  Both spots – Snickers’ and Google’s – are more limited than “Punch Dub” in their integration across media channels as well.

FYI – Here’s how Stevie Wonder knows it’s a “Red One”.

Full Credits

Agency: Deutsch, Los Angeles
Client: Volkswagen
Director: Frank Todaro
Production Company: Moxie
advertising, Branding, humor, Social Media, strategy, Video

3 Responses to “VW ‘Punch Dub’ Ad is the Winner of the Super Bowl Spots”

  1. Jeremy Bales Says:

    Google gained quite a bit in my opinion. I now know (for example) that I can google a flight number to get an update instead of navigating to the airline site. That, in turn, puts my eyes on a fresh set of travel-related ads at the top of the results page.

  2. Bruce DeBoer Says:

    Nice point Jeremy – it would be great to hear what Google was hoping to gain in the way of user information and statistical accuracy through the ad and, in turn, how valuable that is.

  3. anime blog Says:

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