Last year during the Super bowl this adorable advertisement was premiered and really had Star Wars fans raving, which honestly has to be everyone.
And later that year Marvel released this, also adorable, parody.
Now, I don’t know how many Passats were sold in result to this advertisement but I do know that Volkswagen brought me to their dealership, and a year later I am a proud owner of a ‘Snap Orange New Beetle Turbo’.
Does a brand need to sell itself or its product? Volkswagen didn’t sell me on the Passat, though I did look at one, but their adorable Star Wars angle and generally great reviews brought me into their dealership when I was looking for my first car. And Marvel didn’t need to sell me on their product but I was overjoyed and more excited for the new movie when I saw the Thor parody to VW’s ‘The Force’ spot.
So two questions: The Force or Asgard? & Does a brand need to sell its product or itself?
The Force is definitely the answer. All Obi Wan needs to do is say, "This is the car you want" and the product is sold. Lol.
ReplyDeleteAll jokes aside, I think it really depends on the situation and timing. Sometimes an advertisement needs to just state the facts, and sometimes it can inject a bit of its personality into the ad.
A theory could be that if you have a loyal fan base that knows the brand really well, then it would be arguably safe to promote the "personality" of the brand in ad (Harley Davidson being a great example).
Good blog post Amanda.