Most of us are familiar with the lovable mini Darth Vader spot, created by Deutsch for Volkswagen earlier this year. It gained rapid popularity after its initial airing during the Superbowl and went on to pick up a few awards at Cannes this year. However, it doesn’t end there. Environmental group, Greenpeace, took a strategic maneuver and used the momentum Volkswagen has gained, and turned the Star Wars story to something a little bit more sinister.
As much as I’m annoyed with the antics of Greenpeace over the years, I must say their Star Wars tactic is a step-up. The new “VW Death Star” spot, features a legion of mini Star Wars heroes (from a mini Obi-Wan Kenobi to a kid dressed in a R2D2 box), confronting a mini Vader as he tries to start up his Passat again; Little do they know there’s a VW-branded Death Star looming over their heads. This spot is Greenpeace’s way of taking a shot at Volkswagen, by saying VW refuses to cut CO2 (Carbon Dioxide) emissions; I have yet to find the AOR for Greenpeace (if any).
This should be interesting if VW chooses to retaliate; or at least go about exercising good PR. Why? Because you can’t completely ignore something like this. As lame as Greenpeace is for taking this route, it’s a hit at your brand and it’s followers. But what will VW do against Greenpeace if they choose to fight back? I have a hunch that this might blow over if it doesn’t gain momentum. But for now, I think Greenpeace can safely say “Checkmate”.
Read more about the campaign here