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VW Passat Imperial March Ad Voted Super Bowl Favorite

All those who have seen the latest spots for the Super Bowl XLV from Volkswagen have been impressed both by the cutting-edge CGI creative technology applied in the one for the 21st Century Beetle, as well as by the humorous way that the automaker used to promote its 2011 Passat model.

Volkswagen's Imperial March for the Passat was voted consumers' favorite advertisement during Super Bowl XLV according to ADBOWL.

"This year we saw more commercials appealing to emotions other than humor," said Bart Cleveland, creative director at McKee Wallwork Cleveland -- the agency that launched ADBOWL.com 11 years ago. "Good examples are the pride of a city in Chrysler's ad and the nostalgia of the NFL spot. Brands stepping away from a proven formula of humor show that standing apart can be accomplished while still entertaining viewers."

"These emotionally based ads could be a sign of a return to the style of dramatic spot, such as Macintosh's '1984,' the commercial that started the Super Bowl commercial phenomenon," continued Cleveland. "For me, the test of a real ADBOWL winner comes well after it first airs. Jokes are fun, but as the spots wane from memory, the ones that cling are those that touched me in a more meaningful way."

As a fresh reminder, the Passat ad, dubbed “The Force” brought a famous Star Wars character alongside the new Passat, while John Williams' iconic "The Imperial March” is used as a theme song for the commercial.

"There's no magic ball by which to gauge which brands will walk away winners,"
stated Steve McKee, president of MWC. "I believe this year's winners benefitted from a new sensibility of allowing consumers to be 'in the know' thanks to advance buzz-building and social media."

ADBOWL voters rated these top five ads:
1. Volkswagen -- The Imperial March
2. Bridgestone -- Carma
3. Doritos -- House Sitting
4. NFL -- Sitcoms
5. Volkswagen -- Black Beetle
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