If Volkswagen’s “The Force” commercial is the original Star Wars and last year’s “The Dog Strikes Back” spot is The Empire Strikes Back, then logically, a Return of the Jedi-style ad should have wrapped up the trilogy this year. Instead, the company elected to go in an entirely different direction with their 2013 Super Bowl offering… though the new spot does carry a whiff of The Phantom Menace.
The ad features a smiley white dude named Dave who tries to cheer up his dour coworkers by spouting “don’t worry, be happy”-esque platitudes in a thick Jamaican accent. Why’s Dave so happy? Because he drives a VW, of course — which gives him “a different take on life,” according to Volkswagen America marketing officer Tim Mahoney.
Shortly after playing a clip of the ad, CNN’s Soledad O’Brien asked Mahoney whether the company worried about how people would react to a non-Jamaican person speaking like Dave does — even noting that the commercial immediately made her think of the much-maligned Caribbean stereotype Jar Jar Binks. READ FULL STORY