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Featured era: 2011
The Force (Volkswagen)
“A small Darth Vader, a Passat and a helpful dad.”
- Featured era
- 2011
- Peak era
- 2011
- Company
- Deutsch / Volkswagen
- Category
- Viral Videos
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On Video
Volkswagen's "The Force"
Plays from YouTube when you press play. Views, length and date from YouTube, October 2026.
About This Video
- From:
- Estadão
- Added:
- February 9, 2012
- Length:
- 1:02
More Videos4 videos
What Was It?
"The Force" is a Volkswagen commercial for the 2012 Passat, made by the agency Deutsch and directed by Lance Acord. A small boy in full Darth Vader costume, played by Max Page, stalks through the house to "The Imperial March", trying to use the Force on the washing machine, the dryer, the family dog and a doll. Nothing works. Then he tries it on the car in the driveway, and it starts. His father has used the remote.
Volkswagen put the one-minute version on YouTube the week before the Super Bowl on February 6, 2011, and it was already a hit by kick-off. A 30-second cut aired during the game.
It went on to become the most shared ad of all time by 2013, and it changed how brands approach the Super Bowl, with previews and social media campaigns before the game.
Things You Probably Forgot
- "The Imperial March" playing as he stalks the house
- Trying the Force on the family dog
- Dad quietly starting the car with the remote
- The young star meeting James Earl Jones
The Story
- 2011 The full ad appeared on YouTube the week before the Super Bowl.
- 2011 A 30-second version aired during the Super Bowl on February 6.
- 2011 It won an online vote on the CBS special Clash of the Commercials on May 23.
- 2014 After 41 months it lost its title as the most shared ad to Activia's "La La La (Brazil 2014)".
Its Legacy
The ad still circulates online, including in this copy. It is remembered as the moment Super Bowl advertising moved online, and for one very determined little Sith.
Memories
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