The Toyota Camry has dominated the mid-size car category for over a decade. And, unfortunately for VW, the best-selling car in the U.S. would be launching at the same time as the brand new Passat. We aimed to use the Super Bowl to make VW's fresh new model a part of the cultural narrative to create momentum for the launch.

We posted the spot on YouTube four days early--driving 12mm Web views before the spot even aired. And the behavior of pre-releasing ads before the Super Bowl was born. The Force would go on to become the most popular commercial from Super Bowl XLV and to this day still remains the most-watched Super Bowl ad of all time.

Volkswagen and Lucasfilm teamed up at Comic-Con to create a custom one-of-a-kind Star Wars-edition of the Passat that featured hand-drawn illustrations of famed comic book artist Ken Lashley. Lucasfilm auctioned off the car with proceeds from the auction benefiting Stand Up To Cancer.