Rebel Attack: Greenpeace Uses The Force Against Volkswagen

June 29, 2011
I blogged yesterday about VW trying to engage its fans in helping to make the next commercial in its series “Drive Until.” I found this to be a good approach to winning fans and more adherents to the VW brand. It’s a great way to interact with the VW buyers and keep the company image nicely burnished.

So this morning I checked my Twitter feed for more VW stories and came across a tweet from about a campaign by Greenpeace to steer VW away from the Dark Side. I fondly remember the wonderful VW ad for the new Passat in America with Lord Vader Jr. It was a hugely popular video that went viral and it boosted VW’s image.

But then I came across this ad campaign by Greenpeace aiming to discredit VW’s strong green image by claiming that all the hype (such as the Think Blue tagline)  about VW’s green cars and green image is just a smokescreen. They allegedly oppose stricter CO2 cuts and higher fuel efficiency standards among other claims. You can check out the Greenpeace site and if you want “join the rebellion,” as it says on the website.

However, I am more interested in the ads themselves. Who knew Greenpeace had a sense of humor? The ads are both really cute, especially the second one, as the victorious rebel force celebrates by dancing in sync, much like a music K-Tel Mini Pops video. The music they are dancing to is from the bar scene of first Star Wars movie when Obi-Wan and Luke are having a drink at the bar. A great bit of parody.

What I find interesting is Greenpeace going “soft” on VW. As opposed to attacking like pitbulls, the ads make you laugh and get you to think a bit about what they are saying. It’s a kinder, gentler way to protest that asks you to think a bit before protesting for change. In a Luke Skywalker uniform.

Enjoy the ads and let me know what you think of this attempt to steer VW away from the Dark Side.


VW: The Dark Side Episode I

VW: The Rebels Strike Back II

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