The Force: Volkswagen Commercial

http://www.youtube.com/watch?feature=player_embedded&v=R55e-uHQna0#at=11


The world would be a better and far more entertaining place if only we could see it through the eyes of a child.  Everything would always be well within our reach, dreams could always come true and absolutely anything would be possible.  Volkswagen’s “The Force: Volkswagen Commercial” captures the fantasy world as seen through a child’s eyes.  As we see the child in the commercial trying so assiduously to use the powers of Darth Vader and his own cute little hands to create his own powers and to make magic. 

It seems the target audience of the commercial is the typical upper middle class American family and the message that is being sent in the commercial is “Hey, buy a Volkswagen, most happy, typical upper middle class American families own them and look how happy they are!”  With regards to the gender representations in this commercial, they seem to be quite normal as well as the interaction between genders seems quite traditional.  The representation of the father and the mother in their roles may not be as adequate as it is in reality today, as there are many single parent families in our world these days, but the commercial certainly represents the typical 21^st Century “American Dream” type family (the type of family that most people ultimately want of their own someday).  The father comes home from work to his family in what appears to be a fairly typical upper middle class home.  Mom seems to be a housewife that stays home with the children while Dad works; as it shows her making a sandwich for the little boy “Darth Vader” character.  In many typical 21^st Century families today there is not a mom and a dad and even if there is, it is more common that both parents have to work to survive and afford an upper middle class style family home such as the one shown in this commercial.

The Darth Vader character that “heralds from about 30 years ago” that is still very well known today because Star Wars was such a popular movie in its time.  Everyone knew about Darth Vader even those of us who still to this day have never even seen the movie which incidentally are surely in the minority.  There was even a remake of the movie in recent years rehashing Star Wars mania from the fans that so loved the original movie from 30 years ago.  It only seems natural that the next generation has either seen the movie themselves or at the very least knows all about it. 

This childhood vignette reveals that the nature of traditional families in the 21^st Century are loving families and they still take the time play with and entertain their child’s imagination as the Dad started the car with the keyless entry remote from the kitchen window; thus empowering the little boy with the “super magical powers” he was obviously striving for with such diligence.  The observers unquestionably laughed at the point where the little boy jumped when the car actually started making this commercial very memorable to potential customers in the market for a new car.  This undoubtedly wins over the hearts of many people, especially parents all over the world; in fact, they are probably out shopping for their new Volkswagen right now.