Volkswagen fait naître des anges pour le Super Bowl

Volkswagen a dévoilé aujourd’hui  son spot d’une minute qui sera diffusé dimanche durant la finale du Super Bowl.

Bien loin du teaser moqueur envers la course la viralité  proposé la semaine dernière, la marque n’en reste pas moins dans la continuité. Après avoir essayé d’expliquer la logique de la viralité et démontrer ses talents d’ingénierie, la marque réalise une autre démonstration humoristique d’un des points forts de la marque, à savoir, l’excellence du travail. C’est en regardant la véritable publicité que ce teaser prend tout son sens.


Ainsi, la marque allemande a décidé de nous proposer un spot mettant en avant la longévité d’utilisation de leurs véhicules et le savoir-faire de l’entreprise. Les employés, mécaniciens, ingénieurs… sont amplement mis en avant, faisant de cette publicité plus qu’un message de marque vers les consommateurs mais aussi un engagement pour l’interne.

Pour dédramatiser un insight produit pour le moins ennuyeux, Volkswagen utilise un angle WTF avec la métaphore des ailes et leur éclosion à répétition dans le dos des ingénieurs au passage des 100 000km des voitures de la marque. Une belle manière de montrer que ce genre de performance au sein de Volkswagen relève de la normalité.

En s’installant encore une fois dans le quotidien d’une famille, un point que la marque avait tout particulièrement bien réussi dans la publicité « The Force »,  tout en mettant en valeurs leurs salariés, la marque fait d’une pierre deux coups et renforce la perception positive qu’elle renvoie auprès des consommateurs.

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