Sorry, but this ad doesn’t work for me.
I have reviewed a lot of TV commercial advertising working for large consumer products companies. I look for an endearing insight into the way people feel about themselves tied to a strong product message. Volkswagen commercials are usually insightful and warm – and mostly hit the mark with me (I like Subaru ads as well).
Dads cherish teaching their kids to throw, or shoot a basketball. It’s a fun part of watching them grow up. All dads can make the fundamentals of throwing a ball look pretty good and ultimately prepare their kids to enjoy playing on a team. Pride mixed with love.
This messaging is an attention grabber just due to the emotional power of Dad and kid playing catch. But am I supposed to relate to this guy or this situation? “Pass on something they will be grateful for” seems like a weak idea. Pass down a car rather than looking like a hero to your kid? Wow. I can only conclude that this is a car for women. Nothing wrong with that, but you wont get me to buy one with that spot.
A lesson I learned a long time ago in evaluating creative – never laugh at the people to whom you are trying to sell your product. I feel the collective laughter at this hapless guy (the kind of guy that would buy a Passat, I guess). If Volkswagen wants to sell me a Passat, and I happen to be a dad with kids, the laugh is on me.
What do you think? Am I all washed up on this one?
My first reaction to the ad was laughter AT the father – what a throw!
I agree with your assessment that the ad turns off potential customers by associating the owner of the Passat with someone who never learned how to throw a baseball. Even if their angle is to target a less athletic consumer, it seems like that consumer would be turned off by this humiliation.
If the durability of their product and its ability to be roadworthy ten years from now is their message, they will not attract enough buyers now to prove that theory.
Thanks for your comment Tim
The guy is pretty funny, but I agree with you that it is a stretch to equate this situation to the car’s durability to be passed on after 10 years.
Wait to you see their Super Bowl ad Bob with the guy from MN talking like a Jamaican. I just do not know what car advertisers are trying to communicate anymore except for those I see prior to a movie that have more time to make their points. To me TV ads are all about hitting an emotional chord like Fiat is doing with their sexy women.