The Force (Volkswagen)
A Volkswagen television advertisement titled "The Force" aired during Super Bowl XLV on February 6, 2011. This 2011 commercial was initially released on YouTube during the preceding week. The advertisement features a young boy, costumed as Darth Vader, as he attempts to utilize the Force on a 2012 Volkswagen Passat. His father then activates the car using the remote keyless system, leading the boy to mistakenly believe that he successfully employed the Force. This commercial was a standout favorite from Super Bowl XLV, and its YouTube upload garnered 15 million views by the morning of February 7. Max Page, age six, played the role of the young boy.
Description
The advertisement depicts a young boy in a Darth Vader costume, minus the gloves, moving around his house trying to use the Force on various items. These items include a washing machine, an exercise bicycle, a dog, a baby doll, and a sandwich. He gestures with his hands, attempting to move these objects, but fails each time, leading to growing disappointment. Soon, his father arrives home in a 2012 Volkswagen Passat, parking in the driveway. The boy rushes past his father toward the car and again extends his hands, trying to use the Force on the vehicle. Unbeknownst to the boy, his father uses the remote keyless switch on his keychain to start the car. The car starts suddenly, and the boy is shocked, believing he has successfully started the car with the Force.
Production
The initial audition for the role of the little boy took place on December 29, 2010. Sixteen finalists were chosen for callbacks before six-year-old Max Page was selected for the role. Max Page, the six-year-old who played the boy in the commercial, had previously appeared in The Young and the Restless, a soap opera, and in a few local commercials, including one for Walgreens pharmacy. Page was born with a congenital heart condition and had a pacemaker implanted at four months old, but doctors have indicated a positive prognosis and the likelihood of a full life with proper care. "The Force" marked his first appearance in a national commercial. Page and his parents were unaware that the commercial would be broadcast during the Super Bowl until about halfway through the first day of shooting. Tim Ellis, Volkswagen of America's vice president for marketing, commented on the filming process: "He followed directions exceptionally well. As we filmed, I realized it was going to be iconic." Page had never viewed any of the Star Wars films.
Reception
"The Force" became recognized as one of the most well-received commercials to come out of Super Bowl XLV. By the morning of February 7, the advertisement had accumulated 15 million views on YouTube, the video-sharing platform.
Notes and references
External links
- The Volkswagen YouTube channel's video of "The Force" (backup link)