Creativity

Volkswagen: The Dog Strikes Back -- Super Bowl XLVI

'The Force' follow-up.

Published on Feb 01, 2012

Editor's Pick

Deutsch L.A.'s much-awaited follow up to last year's Super Bowl ad, "The Force," is out -- and while it may not quite live up to the perfect pitch of its predecessor, it keeps VW Super Bowl work firmly in the family-friendly, warm-hearted range.

The ad mixes dogs and Star Wars, as the teaserindicated. The 75-second version shown here (it will be cut to :60 for the game) tells the story of Bolt, a dog who wants to lose weight in order to keep up with the 2012 Volkswagen Beetle. It's 'The Bigger Loser' for a dog, but there is a surprise twist ending. The question is, does the meta leap at the end work? Or is it a case of trying too hard?

The team for this year's work includes the same director, Lance Acord, and editor, Jim Haygood from 'The Force.'

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Credits

Date
Feb 01, 2012
Agency:
Deutsch Los Angeles
Chief Creative Officer:
Mark Hunter
Client:
Volkswagen
Group Creative Director:
Michael Kadin
Group Creative Director:
Matt Ian
ACD Copywriter:
Brian Freidrich
ACD/AD:
Mark Peters
Director of Integrated Production:
Vic Palumbo
Director of Broadcast Production:
Victoria Guenier
Senior Producer:
Jim Haight
Associate Producer:
Marina Korzon
Production Company:
Park Pictures
Director:
Lance Acord
Executive Producer:
Jackie Kelman Bisbee
Executive Producer:
Mary Ann Marino
Line Producer:
Pat Frazier
Editorial:
Union Editorial
Editor:
James Haygood
Assistant Editor:
Dylan Firshein
Executive Producer:
Michael Raimondi
Senior Producer:
Joe Ross
Post Facility:
CO3
Colorist:
Stefan Sonnenfeld
Visual Effects:
A52
Producer:
Megan Meloth
Visual Effects Supervisor:
Patrick Murphy
Sound Design:
740 Sound Design
Music:
James Brown "Get Up Off of That Thing"
Music/Original Score:
Elias Arts
Audio Post:
Lime Studios
Mixer/Owner:
Mark Meyuhas
Assistant Mixer:
Matt Miller
Producer:
Jessica Locke

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