By Barry Janoff
January 21, 2014: What's it take to get some attention two weeks before the Super Bowl, let alone during the game itself with dozens of companies are vying for the attention of an estimated 100 million viewers?
Volkswagen, a veteran of the Super Bowl ad wars, not only is providing a potential solution, but making fun of it at the same time.
The German-based automaker presents in its 60-second teaser ad what seems like an effort to incorporate every plot line and hook ever used in every Super Bowl commercial that has ever aired,
Played out to the 1986 song, "Everybody Have Fun Tonight" by Wang Chung, a "professor" and his assistant stand in front of a blackboard covered with the ultimate Super Bowl formula. It includes celebrities, puppies, women in bikinis. babies, football players, a body builder, twerking, groin hits, Abraham Lincoln, midgets, senior citizens, balloons, dinosaurs and a Volkswagen car.
Front and center is Carmen Electra, who shakes and shimmies in a tight red dress in front of a VW. True to the attitude of the commercial, however, her butt hits the car, setting off alarms.
"The precision of German engineering makes great cars. Why not great commercials?" asks the automaker. "See what happens when Volkswagen engineers develop an algorithm to create the ultimate Game Day commercial, featuring Carmen Electra, babies, puppies, Wang Chung and more."
According to Volkswagen, "It's a surefire recipe for advertising success. Or not."
Volkswagen has managed to stir up pre-Super Bowl talk for several years. In 2010, for Super Bowl XLIV, Volkswagen ran "Punch Bug" with Stevie Wonder.
Its spot during Super Bowl XLV in 2011, "The Force" starred a pint-sized Darth Vader and is regarded as one of the all-time best Super Bowl ads.
In 2012 for Super Bowl XLVI, the automaker ran "The Dog Strikes Back." Last year, Super Bowl XLVII aired "Get Happy."
Car companies spent $92 million on ads during Super Bowl XLVII, the second most during the Big Game since 2004 behind the $94.5 million spent during Super Bowl XLVI in 2012, according to marketing and research firm Kantar Media, New York.