Volkswagen Super Bowl Ad Ranked Among Worst, Despite Viewer Support
Volkswagen’s “Get Happy” Super Bowl commercial drew criticism for cultural insensitivity but received backing from viewers and even Jamaica’s government.
Volkswagen’s 2013 Super Bowl commercial, “Get Happy”, landed fourth in a ranking of the worst ads aired during the game, after controversy over its depiction of a Minnesotan office worker speaking in a broad Jamaican accent. Critics accused the spot of cultural insensitivity, with some even calling it racist. The ad featured the worker using Jamaican patois to lift the mood of his colleagues, culminating in a cheerful drive in his new Volkswagen Beetle.
Despite the criticism, the ad found favour among many viewers and on social media. Twitter reactions on the night of the Super Bowl were mostly supportive, with users praising the commercial’s humour and upbeat tone. Several viewers said they did not find it offensive, and some even expressed a desire to buy a Volkswagen as a result.
Jamaica’s official response further complicated the debate. Tourism Minister Wykeham McNeill described the ad as creative and said it tapped into the global appeal of Jamaica and its people. Volkswagen stood by the campaign, which used Jimmy Cliff’s cover of “C’mon, Get Happy” as its soundtrack.
Context and response
The ad’s YouTube release ahead of the Super Bowl drew early attention, amassing over 7 million views before the game. While some media outlets highlighted the backlash, the volume of positive viewer feedback and Jamaica’s endorsement suggested the controversy did not translate into widespread public disapproval.
Volkswagen’s approach contrasted with other brands that year, some of which allowed viewers to choose ad endings or took different creative risks. For more on how other manufacturers approached Super Bowl advertising in 2013, seeAudi and Coca-Cola Let Super Bowl Viewers Choose Ad Endings.
