It still blows my brains when I think about how much it costs to run an ad during the Superbowl but how iconic is that media space? If you say "Half time show" most people would know that that was the Superbowl, amazing recognition.
As a result each year manufacturers come up with specific and very impactful ads to run in that break and this one from Volkswagen for the Passat is excellent.
It features an iconic character and renowned music, cute kid, stereo type middle class American family life and the product as hero and climax to the gag.
I've done exactly this to my kids and it's brilliant!
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