With a child’s strong Darth Vader imagination, Volkswagen has created a 21st century humorous commercial with reference from a movie that was originally made 30+ years ago. With massive marketing and new sequels, the Star Wars™ series of movies is etched in the minds of all ages and still classical enough for anyone to watch over and over again and creators of this cleverly marketable commercial have found a way to incorporate bit of the past into a commercial that has the audience relating to the theme along with traditional gender representations.
The boy in the Darth Vader costume, assuming now he has the powers of the “Dark Night”, finds himself moving from room to room trying to manipulate exercise equipment, the family dog, dryer, and a baby doll all unsuccessfully. Frustrated, he makes his way to the kitchen where his mother makes him a sandwich but before he can take a bite, the sound of the dog barking lets him know his dad is pulling up in the driveway after a day. Without hesitation, the boy, on a mission, passes up the opportunity to greet his dad and heads straight for the front of the 2011 Passet and has a try at making the car move. From the picture window in the kitchen both mom and dad are witnessing this effort and dad pulls out the key to the car, which has an auto start button. As he presses the start button, the boy is in amazement because the car started and the headlights flash, which ends the commercial.
The representation of mid suburbia, family dog, two children; one boy and one girl, where the Dad goes to work during the day and Mom stays at home is evident in this commercial. This representation is a comforting, traditional form of family that no longer is the average household in the 21st century due to several facts. If there is a mother and father that are still married, they would both have jobs which would mean the possibility of even having a dog is very slim because there would be no one to take care of it during the day and hardly any time in the evening to give it proper attention, if available a dog day care would be the normal these days. The impression to have a boy and a girl is nice, idyllically, but in fact, the average family has more children and if necessary each gender will share bedrooms, not have one of their own.
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