Volkswagen fait sourire les personnalités les plus tristes de YouTube pour le SuperBowl

Pour le SuperBowl 2013, Volkswagen a décidé de prendre les personnalités les plus tristes de YouTube et de les faire sourire. 

Tel est le « pitch » du teaser dévoilé par la marque ce jour sur YouTube et VW.com où l’on voit des Phil Davidson ou des Phil Wellman tout d’abord craqué comme nous les connaissons sur YouTube puis revenir sourire au visage sur un air de Jimmy Cliff dans un paysage ensoleillé.

[youtube]http://www.youtube.com/watch?v=NfCm9P8naDQ[/youtube]

L’idée de reprendre des « memes » d’internet est extrêmement intéressante de la part de Volkswagen et permet de puiser dans une audience de fans de ce contenu pour les ramener ensuite vers la marque.

La publicité est aussi conçue par VW et Deutsch, l’agence qui a réalisé la publicité en 2011, « The Force », la publicité la plus vue de l’histoire du SuperBowl, avec 55 millions de vue et le « Bark Side », le teaser de la publicité Volkswagen de l’année dernière qui a généré 18 millions de vues, qui a dépassé d’autres publicités très largement.

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