He reaches out his hands toward the car when suddenly, it revs its engine. We had only bought a :30, but the :60 was just so much better.

To me, that was a great moment.

It was bigger than the ad.”This week, we reached out to Mike Sheldon, chairman and CEO of Deutsch North America, to ask him about “The Force” and its legacy. All you had to do was was tweet why they deserved the car using the hashtag #VolvoContest during the commercial. ©2020 Verizon Media. Volkswagen’s “The Force,” created for the 2011 game by Deutsch, is head and shoulders above most other Super Bowl ads, just for its content. The Super Bowl hasn't even started and one of its coveted ad spots has already gone viral on the Web. Tim Ellis, who was head of marketing at Volkswagen North America at the time (and is now CMO of Activision), fought hard to have the ad pre-released—figuring it would quickly go viral. (The Star Wars-themed commercial has also already become the most talked about ad on Twitter, according to the site While it’s certainly not the first time a Super Bowl advertiser has revealed a spot before the game, it may be the first time the best commercial ran on YouTube before the big game. “This is four days before the Super Bowl,” he says. Volkswagen Top Super Bowl Commercial, Darth Vader Super Bowl Ad Center Top The Volkswagen Passat Super Bowl XLV commercial features a child dressed in a Darth Vader costume who’s determined to channel the force. Partly, this was because VW had bought 30 seconds of time on the game, and Ellis thought the 60-second version was much stronger.“I believed in the ad. The kid runs outside when he hears his dad arrive home. Commercial Volkswagen had not aired a commercial during the Super Bowl in more than 10 years, but in 2011, the company ran two ads, both from advertising agency Deutsch. Add your voice! It remains the most-watched Super Bowl ad of all time. Now when it airs, many people will explain to their friends that they’ve already seen it — a sort of “reverse recommendation” that carries its own social cache. 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