Yesterday, January 28th, VW revealed its 60-second Super Bowl ad ‘Get In. Get Happy’ on the company’s YouTube channel.
“The Big Game presents an unparalleled creative opportunity to represent the Volkswagen brand,” said Tim Mahoney, Chief Product and Marketing Officer, Volkswagen of America, Inc. “We’re excited to reveal this year’s campaign, ‘Get In. Get Happy.’, which is designed to bring a jolt of happiness to viewers’ daily lives.”
VW has already accustomed its viewers with funny and creative commercials such is the one featuring the ‘mini’ Darth Vader or the one with the adorably obese dog. This year’s Super Bowl ad features a man who manages to brighten his dreary coworkers and boss with his positive attitude and inexplicable Caribbean accent.
“With ‘Get Happy,’ we set out to create a lighthearted and energetic ad to represent the positive energy and sunny disposition that only the Beetle and Volkswagen can deliver,” said Mike Sheldon, CEO, Deutsch LA, Volkswagen of America’s creative Agency of Record.
Opinions about this ad are divided, some considering the commercial as being racist and questioning the automaker’s decision to make a Minnesotan man speaking with a Jamaican accent.
“I don’t like it at all,” he said. “It’s like blackface with voices,” said New York Time’s columnist Charles Blow.