23 January 2012

Volkswagen 'The Bark Side' Super Bowl ad teaser goes viral

Remember last year's Super Bowl commercial featuring a little boy dressed as Darth Vader being duped into thinking he used The Force to start his dad's Volkswagen? (It was his dad using the remote starter, FYI.)

Well the dreamweavers behind that commercial are at it again (the ad agency Deutsch LA) this time releasing an online teaser for an ad that will also premiere online before the Super Bowl on Sunday, Feb. 5. The teaser, called "The Bark Side," shows a number of dogs of varying breeds barking -- wait for it -- to the tune of "Imperial March" (Vader's signature theme song).

I'd like to think the planning meeting for this ad went something like this:

"We need to keep the 'Star Wars' theme. What can we do this year? What do people love as much as kids?"
"Dogs, of course!"
"But how can we possibly logically incorporate dogs into 'Star Wars?'
**The version of 'Jingle Bells' "sung" by a chorus of barking dogs begins to play softly in the background**

And the rest is YouTube history.

A few of the dogs are dressed up as Darth Vader, Chewbacca and Princess Leia, among others. The chief creative director of Deutsch LA was recently interviewed on NPR and claimed that the barks were not auto-tuned, and that the dogs were filmed separately and looped together.

So you're telling me there's a dog out there that sounds exactly like Chewbacca? Just when you think you've lost faith in the world...

And while the ad is delightfully absurd as is, let's point out the elephant in the room: Yoda appears to be absent.

Let's hope he shows up in the actual ad come game day. I know the Yoda dog costume exists. There's no excuse.

Stephanie DeBalko | @_stephanied_
Stephanie is a freelance writer who loves shelter dogs and Vegenaise. She recently came to the conclusion that the written word could be an amazing ally for all animals, and is choosing to use her nerdy love of grammar and punctuation for the greater good of animal welfare. She can also be found at I Hope Vodka Is Vegan.

Photo credit: Screen capture