In this commercial, a child, masquerading as Darth Vader, is shown attempting to use "The Force" on everyday objects, such as an exercise machine, a dog, and even a sandwich. After many failed attempts, he almost gives up. However, in one final attempt to tap into the powers of his inner Sith Lord, the child is finally "successful" by aid of his father, which is unbeknownst to the boy.
How does the producer want the audience to feel about the child in the commercial? Why do you think the producers chose a child instead of an adult to portray Darth Vader? How do you think using the Star Wars character, Darth Vader, contributed to the success of the commercial? How effective was the musical score in relation to the commercial and the selling of the Volkswagon?
Posted by Chase Swaney, Brittany Bennett, & Kerry Jones
19 comments:
The most important aspect I noticed from the video was after each failed attempt to use 'the force' on an object, the young Darth Vader would drop his head and hands, showing his disappointment. When the Volkswagon started after Darth Vader uses his 'force', it made me as the audience member feel like the car could make your dreams come true. The song was also at the climax, enhancing the effect of it's power.
I found it interesting that you couldn't tell if the child was a boy or a girl. It may have been assumed at first that Darth Vader is a boy since Stars Wars is more boyish but at one point the young Darth Vader tries to use the force on a toy doll in a pink and girly room. I also think that the producers chose to have the Darth Vader as a child because most adults always think back to the time of being a little kid when everything was easier and carefree. So I think that they are trying to correlate the childhood innocence with this new car and with the new car you will get that innocence of a child.
I like the fact that they actually used Darth Vader. His black armor is sleek and and polished and in itself reminds me of a car. Also when most people think of Darth Vader they think of a very powerful and strong person. So I think the producers did a nice job by using Vader because I immediately associated Vader's power to the car and assume that the car was powerful regardless of how it actually performs.
Using the Imperial March in the video seemed almost necessary due to the use of Darth Vader. However, the kid seemed to be defeated every time he tried to use the force, making you feel bad for him. The fact that the music is so epic while the kid fails is kinda setting up the big moment at the end when the dad helps his son use the force... like in the movies... Anyway, I think the main selling point is that people like Star Wars, and since the commercial used the force and Darth Vader, it sets up a logos appeal to say that this car is as cool as Star Wars.
I feel that the producer wanted us all to associate with the young "Vader". At one point or another in our childhood we have run around pretending to be an astronaut, princess or spiderman. We can feel the realization setting in that s/he is just a child. When the father gives them the spark of hope for their power it sells the car as a hope for us. Something to revel in the power of. Using vader is key because our generation has grown up on the tail end of the original Star Wars movies and the new ones were released in our time. We dont have to guess what he is doing, that is an easy giggle for the child to be potraying the ultimate darkness in the gallaxy. As far as the music, it follows in time with the standard for music cueing Darth in the original movies. It is another association to sell to our generation.
I find it interesting that they cast a child as Darth Vader rather than an adult. I think this is not only for comedic affect, but also to show a contrast because Darth Vader is viewed as an evil character but when a child dresses up as him, he is viewed as much more innocent. I also found it interesting that there is no dialogue between characters in the commercial. Instead, the Star Wars theme is being played which pretty much stands on its own since it is such a powerful and well-known musical score.
Interesting observations! I really like that someone picked up on the fact that the child is indeed a girl and not a boy. Why do you think the producers of the commercial chose to cast a girl instead of a boy? How does the fact that the child is a girl change your viewpoint on the commercial?
I felt that the colors used in the commercial were very important in its relevance to the actual Star Wars movie. The kid dressed as Darth Vader was dressed like the real one, in all black, because Darth Vader is on the Dark Side. The color of the car, along with everything else he attempts to use the "force" on, is a light color to show it is an opposing force to Darth Vader. Like the real Darth Vader the kid wants to use the "force" on things that are not dark colored because they are not on the dark side,like he is.
I think that using the theme of Star Wars in general contributed to the success of this commercial in several ways. One of those ways is the fact that because the Star War series was so successful in the first place, this alone will garner success for the commercial by association. Furthermore, Star Wars is so iconic that everyone will be able to relate to it right away. In terms of using the small child to play the well-known Darth Vader, it was a good move by the producer because it adds a twist and a new take to the classic Star Wars thus drawing the viewer in more. Additionally, the fact the costume is too big for the child makes it all the more humorous because his appearance is so exaggerated. Overall, I thought this commercial did I great job of utilizing humor in order to highlight their product, the Passat.
I think the producers chose to use a child instead of an adult because the commercial wouldn't be as powerful as it is with a child because children like to pretend they are superheroes or something of the sort and pretend that they have special powers. Darth Vader was the perfect character to use for this commercial along with the music choice because the all black attire that he wears can be intimidating to his daily encounters which is why the young boy doesn't understand why things won't respond to the use of "The Force". I personally find this commercial very entertaining, and the fact that it's entertaining would make me consider buying the car. So, I feel that the producers were successful with this particular commercial.
I feel like the producers of this commercial used a young child instead of an adult for this commercial because everybody finds a young child to be cute and easy to side with. the child is shown trying to use "The Force" on everyday household objects and is shown failing at these because the producers believe they aren't very important. however, when the father comes home in the Volkswagon Passat, the child again tries to use the force and succeeds. the reason he succeeded, besides the help of the father, is because the producers feel like this is an important product that is a must have in one's everyday life in order to feel like you too can be just like Darth Vader and use "The Force" as well.
Throughout this commercial, the child dressed as Darth Vader unsuccessfully tries to use the force to change or move objects. It isn’t until his father comes home in his Volkswagen that little Darth Vader is victorious. Although it was simply the dad locking the car, which made the lights flash, this brought happiness to the child. This demonstrates how owning a Volkswagen can bring happiness to a person and/or family and that owning a Volkswagen is similar to being able to use the force. It is powerful and will make your dreams come true!
I think it is interesting that they chose to use the character of Darth Vader instead of a character like Yoda. Obviously they are trying to portray their car as being strong and powerful.
I love the dad in this clip. First of all, his attempt to give his kid a hug and the reaction he has to being denied. Also, the look of satisfaction on his face when he starts the car and raises his eyebrows to his his wife, as if to say "look at what I can do". it shows how happy he is with the car. It seems like the satisfaction that the child got from what happened is portrayed as one more good thing about this car.
The act of using a child version of Darth Vader injects an aspect of humor and cuteness into the advertisement, which makes it more appealing and memorable to the audience at large. The commercial tries to emphasize the fact that the car is the 'only' thing the mini-Vader is able to control using the force. (In reality, the Passat is being controlled by the dad remotely.) After suffering disappointment with other objects, the (child?) finds happiness in the car. As a car commercial, I can't help but note its flaws. While it is cute (and might attract buyers who are family-oriented, nostalgic or otherwise sentimental,) the commercial fails to show key aspects of the car's performance, comfort and style. All we see is a very short glimpse of the front half of the inside and a singular special feature of the car-the keyless ignition/lights. All in all, the commercial relies on pathos much more than it does logos, and I feel like an investment as expensive as a car would require more logos appeal to convince audiences to go with that specific car and brand.
I thought it was an interesting choice to pick a traditionally evil character as a mascot of sorts. I think that the producers were really just trying to grab for more of the upper-middle class market. It is also interesting that instead of really talking about the car and any good thing about it they appear to be going for name recognintion more than anything.
The commercial talking about a kid trying to make everything under his control but every time he try he fail, and everything around him was null he tried first with the dog, the doll and then with his sandwich but still the same nothing happened he reached the frustration till his dad coming by his new car which is The Volkswagon the kid run to the car to see if he can control it then the dream come true by the car respond to his magic it was impressive about that. The producers show the audience the kid tried many times to make his dream comes true and give him Darth Vader looks which is connect both old and young generation that leads to signify that the car is always renewal through the time and gave a message that everything is possible if you keep trying.
What I found interesting was towards the end where the father makes the lights on the car go off, but the son thinks he did it, which made it funny. Also the costume makes it interesting, because you don't know whether it is a boy or girl, so it gives you no bias. The commercial wants the audience to feel sympathy for the character, when he keeps trying and nothing works.
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