Volkswagen Uses Viral YouTube Stars in Super Bowl Pre-Game Teaser
What does a woman’s weepy love for cats, an obese man smashing his game console and a football fan whining about glitter all have in common?
Well, aside from their emotional meltdowns becoming YouTube sensations, Volkswagen gave them, and dozens of other viral video freak-out stars, a chance at happy redemption in its newest Super Bowl 2013 pregame release teaser, released Thursday.
Called “Sunny Side,” Volkswagen’s almost-two-minute commercial teaser starts off with a montage of YouTube rants, from a woman sobbing over cats in her “eHarmony Video Bio” (24.7 million views), to a “Sad Packer Fan” crying after her team loses a game (two million views), to an angry man having the “Original Video Game Freak Out” and smashing his Xbox (1.5 million).
Then the ranters come together on a sunny hillside, toting props from their videos — Debbie from “eHarmony Video Bio” is holding a cat, of course — as they happily frolic with Grammy-nominated reggae legend Jimmy Cliff while he sings a rendition of The Partridge Family TV show theme song, “Come On, Get Happy.”
The commercial ends with the tagline, “Get In. Get Happy.”
The development of “Sunny Side” started last fall. Out of 300 video clips that Volkswagen screened, about 100 people and animals were cast for the Cliff portion of the spot, which was shot last weekend in Los Angeles.
On Tuesday, Coca-Cola released its Super Bowl ad, launching a “gamified” campaign that invites viewers to choose the ending to its commercial.
The Super Bowl will air on CBS on February 3.
Photo courtesy of dastank.com