The Dog Strikes Back

This is an ad my friend mentioned to me. When I first saw this ad, I though it was just another ad that used a cute dog’s behavior to imply the relationship between the vehicle and the family. However, things went to a totally different direction at the end of the ad – It was an ad in an ad. The inside ad was shown on a screen of the pub at where Luke Skywalker and Obi-Wan met Han Solo and Chwebacca for the first time. -- It was a modern VW ad in an old movie, and the old movie scenery was in a real VW ad. If you type “VW ad Star Wars” to find videos in Youtube, The Dog Strikes Back isn’t the only one ad. It seems that VW likes making ads related to Star Wars.

Big corporations like this method: to find, or we should say “make”, connection between consumers and their brands. Science fiction movies in 1970s almost have nothing in common with a modern automobile company, but VW tried to impress people who have appreciated the movies. The ads gave people a chance to review the time they spent on those fascinating movies. Though there are not many consumers are willing to buy a car just because of an ad that they are familiar with, VW successfully showed audience its friendly appearance.