'Star Wars' is Super Bowl-bound

McClatchy NewspapersFebruary 2, 2011 


Darth Vader uses the Force on a 2012 Volkswagen Passat in a 2011 Super Bowl XLV advertisement.


Now included in the history of Super Bowl advertising: "Star Wars."

Lucasfilm, the production company founded by "Star Wars" creator George Lucas, has paired up with Volkswagen of America for a 30-second spot during the Super Bowl this Sunday.

The spot portrays a small-size version of galactic villain, Darth Vader, using "the Force," on a 2012 Volkswagen Passat, accompanied by the swelling music of the "Imperial March." Somehow there is also a baby doll involved. Coo.

According to Tim Ellis of Volkswagen of America, "We've partnered with Lucasfilm for the all-new Passat ad, leveraging the emotional heritage of both "Star Wars" and Volkswagen to create a memorable moment."

The ad is part of Volkswagen's campaign for the new Passat sedan, even though the car won't be available until the fall. The Passat, displayed at the North American International Auto Show in Detroit in early January, is a mid-sized sedan.

VW also has a Super Bowl ad coming for its new 21st Century Beetle. The advertisement is said to be all razzle-dazzle computer graphics and not actual images of the car. The New Beetle won't be available for sale until later this year also.

McClatchy Washington Bureau is pleased to provide this opportunity to share information, experiences and observations about what's in the news. Some of the comments may be reprinted elsewhere in the site or in the newspaper. We encourage lively, open debate on the issues of the day, and ask that you refrain from profanity, hate speech, personal comments and remarks that are off point. Thank you for taking the time to offer your thoughts.

Commenting FAQs | Terms of Service