VW’s Super Bowl commercial: The Dog Strikes Back

And here it is. On the Wednesday before the big game, just like last year.

Volkswagen has released its Super Bowl commercial: “The Dog Strikes Back.”

Okay, so it keeps with the theme established with its preview “The Bark Side,” and it connects this year’s ad to last year’s “The Force.” (Quite literally, in fact, with Star Wars characters comparing the two commercials at the end of “The Dog Strikes Back.”) Check it out.

I don’t know about you, but I am slightly disappointed with the released ad. But then, I’m not sure what could have possibly trumped the highly entertaining, instantly viral “The Bark Side.” Simple in concept, the preview targeted dog-lovers and Star Wars fans – two groups that are intensely passionate about their subject.

“The Dog Strikes Back” is still sweet and humorous. What surprised me is that “Strikes Back” is essentially two commercials put together: the “traditional” first section (dog getting in shape with the VW tagline) and then the afterword, in which actors recreate the famous Tatooine bar scene from Star Wars: A New Hope. Only this time, the aliens are watching the Super Bowl in the bar and comparing the two VW commercials. Interesting move – including a commentary on the commercials as part of the commercial. (Wonder what Baudrillard would say about that…)

But for me, the Star Wars reference feels too forced. Still enjoyable, but not as seamless as “The Bark Side.” Maybe that’s why “The Bark Side” has already reached 10.5 million views.  We’ll have to see how “The Dog Strikes Back” stacks up numerically by the end of today.

So what do you think? Does “The Dog Strike Back” live up to the expectations set up by “The Bark Side”? Unleash your thoughts below!

 

Have you seen The Bark Side? Dogs + Star Wars = brilliant

Dogs + Star Wars? Talk about a force stronger than, well, the Force. This video is quite possibly the best I’ve ever seen. Not to mention it’s pure entertainment.

“The Bark Force” is a commercial for a commercial. Volkswagen, you’re blowing my mind here. It’s a fascinating example of “new” advertising -  a form of marketing that relies upon emotional connection and immersive storytelling. Sound interesting? Check out Frank Rose’s The Art of Immersion. But that is not the point of this post.

I want to trace the route this video traveled through my social media channels. I first saw a link to an article about dogs and Star Wars on my Twitter stream. So I read the article, watched the video, loved it so much that I went to YouTube to watch it again. (Joining some three million other views.) I immediately shared the link with my mom (a dog-lover) and sister (a Star Wars geek) and then  copied the link into a Facebook post, which received comments within thirty minutes. No wonder the video had reached an additional million views (past four million) by the time I watched it again later that night.

It’s been obvious that we live in an “age of instant information” for awhile now. This instant spreading via social media is a growing phenomenon. It’s been so interesting and fun to see how quickly a one-minute video has spread – and been shared – online.

What videos have you seen gone viral?

 

dog owners unite: just say no to excessive pampering

Tatum celebrated her first birthday last month. The precious mini-schnauzer/yorkie terrier is a member of the McLendon family. Tiaras are out of the question, so I created a little birthday tag and hosted a birthday party. It lasted all of six minutes.

A year ago I scoffed at people who celebrated their dog’s birthday. Dogs have no conception of birthdays or celebrations. The whole idea is absurd. And yet…just look at Tatum. She is the most adorable puppy I have ever seen. Including those in the Purina Puppy Chow commercials. It was fun to throw a little party for her—mainly for the fun photo op.

Friends have accused me of spoiling Tatum. And I will admit that, on occasion, I am guilty of that. But there are far worse things that pet owners do than buy a birthday present. In fact, the whole pet pampering business has exploded in recent years to ludicrous proportions. I vow, here and now, that I will never—repeat never—do any of the following:

• Purchase a Halloween costume and have Tatum dress up like a bumblebee.

• Celebrate Valentine’s Day with my pet.

• Nor St. Patrick’s Day, or New Year’s or…you get the picture.

• Call my answering machine to let my pet know that I won’t be home until later.

• Take Tatum to a pet psychologist…(honestly, it’s the owners who need therapy.)

• Buy refrigerated dog food. I wish I were kidding. (www.delifreshpet.com)

• Bring Tatum to a Doggie Day Care. Dogs know how to occupy themselves. Believe me. It’s called a chew toy.

• Ever step foot on the premises of a luxury boarding kennel. (www.pamperedpetsinn.com) It is tragic that such places are in business when nearly half the world’s population lives in poverty.

• Ditto with doggie spas. Yep, doggie spas. (www.pamperedpuppy.com/features/200601_nycspas.php) This article describes a masseur who “has developed a special massage combining elements of Reiki, myofascial release and acupressure. He loves his canine clients and says, ‘They respond well to therapy because they have no skeptism.’” Of course they don’t have skeptism. They are dogs. Overwhelmingly instinctual animals. They react instead of employing critical thinking skills. Did Pavlov teach us nothing? I want to know if these dogs even know what’s happening to them. Their senses are rather simple. A good, old-fashioned bath will appear the same as an exorbitant ‘Mandarin Green Tea Coconut Crème’ shampoo & massage treatment.

• Which brings us to pet massages. A professional massage is too much of a luxury for me. Why would I pay for my dog to receive such treatment? The poor dogs probably think they’re being tortured in a strange, human way. Anything for a dollar, right? Or $60/hr in some cases.

• Present Tatum with jewelry or jewel-studded collars.

• Commission an artist to paint my dog’s portrait.

• Send her on a Pet Airways flight. This has to be a joke, right? (www.petairways.com)

• Learn and perform yoga with my dog. Doga, as it’s called. This is really too much. (www.nytimes.com/2009/04/09/fashion/09fitness.html, http://www.dogadog.com)

See? my love of Tatum is not so extreme after all. A new collar for her birthday is astonishingly mellow compared to the gross excesses of pet pampering. In fact, I feel quite normal.

What is the craziest thing you’ve done for your pet?

examining her new collar