Why Volkswagen’s first Super Bowl ad in 10 years leans into emotion and nostalgia

In 2011, Volkswagen aired one of the most memorable ads in modern Super Bowl history: “The Force,” where a child donning a Darth Vader costume is convinced of the powers of the dark side. Time Magazine said it “changed Super Bowl commercials forever,” and as of 2015, it was the most shared Super Bowl ad ever, according to USA Today.

A couple years after that ad ran, the German automaker vanished from the national Super Bowl stage for a decade—until Sunday’s game, when Volkswagen, like Palpatine, will return, becoming one of the relatively few car brands slated to advertise in the game this year.

Why the hiatus? It just hadn’t felt natural to do another national Super Bowl campaign until now, according to Rachael Zaluzec, SVP of customer experience and brand marketing for Volkswagen of America. This year, that changed: The ad, called “An American Love Story,” is timed around the brand’s 75th anniversary in the US, along with the release of a couple of new models.

“You only go to the stage if you’ve got something to say, and we have a lot of things to say this year,” Zaluzec told Marketing Brew.

Throwback: Volkswagen started discussing this year’s commercial more than six months ago, according to Zaluzec. Creative concepting for the spot started around mid-September, although the buy wasn’t confirmed internally until Q4, Zaluzec said.

A two-minute cut, set to the reprise of Neil Diamond’s “I Am… I Said,” features a montage of scenes showing Volkswagens throughout American history—including references to Woodstock, scenes from the Herbie movie franchise, and the iconic “punch buggy” scene from The Simpsons. There’s even a callback to “The Force” (both ads were directed by Lance Acord). It’s all very nostalgic.

The ad is meant to “ignite the love for

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The Impact of Emotion AI on Advertising and Marketing Strategies

Exploring the Role of Emotion AI in Shaping Advertising and Marketing Campaigns

Emotion AI, also known as affective computing, is a branch of artificial intelligence that focuses on understanding, interpreting, and responding to human emotions. This technology has the potential to revolutionize various industries, including advertising and marketing. By analyzing facial expressions, voice tones, and other non-verbal cues, emotion AI can help businesses better understand their customers’ emotional states and preferences, allowing them to create more targeted and effective marketing campaigns.

One of the primary goals of advertising and marketing is to evoke an emotional response from the target audience. Emotions play a crucial role in shaping consumer behavior, as they can influence decision-making processes, brand preferences, and purchase intentions. Traditional marketing strategies have relied on demographic data, customer surveys, and focus groups to gain insights into consumer emotions. However, these methods can be time-consuming, expensive, and often provide limited information.

Emotion AI offers a more efficient and accurate way to understand consumer emotions. By leveraging advanced algorithms and machine learning techniques, emotion AI can analyze large volumes of data, such as social media posts, customer reviews, and video content, to identify patterns and trends in emotional responses. This information can then be used to create more personalized and emotionally resonant marketing campaigns.

For example, a company could use emotion AI to analyze the reactions of customers who have viewed their advertisements or interacted with their products. By identifying the emotions that are most commonly associated with their brand, the company can then tailor their marketing messages to evoke these emotions more effectively. This could involve adjusting the tone, imagery, or language used in advertisements to better align with the emotional preferences of their target audience.

In addition to helping businesses create more targeted marketing campaigns, emotion AI can

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