Darth Vader Lives! (At Least According to VW)



Darth Vader Lives! (At Least According to VW) Posted Monday, February 06, 2012 by RJM Regular readers of this blog will remember that, among several fields of interest, I like movies. I’m a movie nerd, in fact, and, among the multiple genres of film that catch my interest, I have to admit that in the subset of my particular sort of geek, “Star Wars” ranks high on my list of guilty pleasures. Now, all self-deprecation aside, I’m going to ask something, in light of current events: Lay off “Star Wars.” It has been popular, almost trendy, to pick on the pair of trilogies, and, I think, even a devotee would admit that the first two chapters of the prequels were, as Dr. House once noted, “something of a disappointment.” Speaking of doctors, Dr. Reid has, at least twice, mentioned the shortcomings of the films on "Criminal Minds," and while his turning his intellect to such a trivial pursuit has caused some eye-rolling among his peers, one could take comfort in the idea that at least he considers such mental deconstruction worthy of his talents -- except that he's the show's spotlight geek, and always has been. While we’re reversing the derision of TV characters, let’s toss Agent Booth under the bus -- the opposite end of the fictional spectrum that he is, being a former sniper and ex-jock -- for his ongoing negative comments about the "Star Wars" series on “Bones” -- often delivered in front of a lab full of self-professed nerds, each of whom is much smarter than him. (Hmmm. I wonder if “Star Wars” having been a Fox product and both “House, MD” and “Bones” being on the Fox Network are related in some way…?) Am I making the point that fictional characters have, for maybe the past five years, had a real bantha bone to pick about the films, and that's a spillover that both reflects and feeds our culture? Bottom line is that those of us who enjoy watching the ongoing battle between the Jedi and Sith – and who may have a lightsaber or two cloistered in the corner of a closet – need not be afraid to admit that we’ve purchased the movies on VHS…then DVD…then the DVD Special Editions…and the BluRay with added scenes. (With the latest re-re-re-release to theatres in 3D, can yet another edition be far behind?) Why the change of heart? Why are we no longer deserving of a dismissive snort from other movie fans? The Super Bowl. For the second year in a row, VW has seen fit to dip from the pop culture well and splash Darth Vader onto our screens during the most expensive advertising minutes afforded to ad buyers. (Not to mention whatever the Volkswagen company pays George Lucas for the rights to the character, theme music and other intellectual properties they get to play with so happily.) Last year, a dad took pleasure in using his car remote to lend his pint-sized Sith Lord some Force Powers, and this year, Darth Vader himself choked the disapproval out of an incredulous cantina patron. There’s an obvious recognition in the “Star Wars” universe that VW wisely values, and, amazingly, it identifies the campaign most closely with the lead villain of the series. Vader is instantly recognizable, of course, even to those who might scoff at the series as kid stuff, and the folks at the ad agency who cobble together these ads are clearly enjoying playing with the image in front of the largest possible TV audience. I don’t think VW has ever culled a reputation for being especially nerdy, at least that’s not how I see the brand. Matter of fact, I’d see VW as being more middle class, user-friendly. Economical. And something about my spur-of-the-moment assessment tells me that the company would look for images with the broadest possible appeal. And that, in turn, tells me that there are a lot more Star Warriors out in the universe than we might first assume. If the name of the advertising game – especially on Super Bowl Sunday and with the money riding high on such corporate decisions – is reaching the lowest common denominator, and given the fact that VW has dipped into that well twice now, in consecutive years, there must be a common thread here that isn’t being denied on Madison Avenue. So…lay off the “Star Wars” riffs and jabs. You may find yourself in the minority. As for you “Star Trek” geeks…I can’t help you, not even with a Shatner PriceLine.com ad.

verdar

Regular readers of this blog will remember that, among several fields of interest, I like movies. I’m a movie nerd, in fact, and, among the multiple genres of film that catch my interest, I have to admit that in the subset of my particular sort of geek, “Star Wars” ranks high on my list of guilty pleasures.

Now, all self-deprecation aside, I’m going to ask something, in light of current events: Lay off “Star Wars.”

It has been popular, almost trendy, to pick on the pair of trilogies, and, I think, even a devotee would admit that the first two chapters of the prequels were, as Dr. House once noted, “something of a disappointment.” Speaking of doctors, Dr. Reid has, at least twice, mentioned the shortcomings of the films on "Criminal Minds," and while his turning his intellect to such a trivial pursuit has caused some eye-rolling among his peers, one could take comfort in the idea that at least he considers such mental deconstruction worthy of his talents -- except that he's the show's spotlight geek, and always has been. While we’re reversing the derision of TV characters, let’s toss Agent Booth under the bus -- the opposite end of the fictional spectrum that he is, being a former sniper and ex-jock -- for his ongoing negative comments about the "Star Wars" series on “Bones” -- often delivered in front of a lab full of self-professed nerds, each of whom is much smarter than him. (Hmmm. I wonder if “Star Wars” having been a Fox product and both “House, MD” and “Bones” being on the Fox Network are related in some way…?) Am I making the point that fictional characters have, for maybe the past five years, had a real bantha bone to pick about the films, and that's a spillover that both reflects and feeds our culture?

Bottom line is that those of us who enjoy watching the ongoing battle between the Jedi and Sith – and who may have a lightsaber or two cloistered in the corner of a closet – need not be afraid to admit that we’ve purchased the movies on VHS…then DVD…then the DVD Special Editions…and the BluRay with added scenes. (With the latest re-re-re-release to theatres in 3D, can yet another edition be far behind?)

Why the change of heart? Why are we no longer deserving of a dismissive snort from other movie fans?

The Super Bowl.

For the second year in a row, VW has seen fit to dip from the pop culture well and splash Darth Vader onto our screens during the most expensive advertising minutes afforded to ad buyers. (Not to mention whatever the Volkswagen company pays George Lucas for the rights to the character, theme music and other intellectual properties they get to play with so happily.) Last year, a dad took pleasure in using his car remote to lend his pint-sized Sith Lord some Force Powers, and this year, Darth Vader himself choked the disapproval out of an incredulous cantina patron.

There’s an obvious recognition in the “Star Wars” universe that VW wisely values, and, amazingly, it identifies the campaign most closely with the lead villain of the series. Vader is instantly recognizable, of course, even to those who might scoff at the series as kid stuff, and the folks at the ad agency who cobble together these ads are clearly enjoying playing with the image in front of the largest possible TV audience.

I don’t think VW has ever culled a reputation for being especially nerdy, at least that’s not how I see the brand. Matter of fact, I’d see VW as being more middle class, user-friendly. Economical. And something about my spur-of-the-moment assessment tells me that the company would look for images with the broadest possible appeal. And that, in turn, tells me that there are a lot more Star Warriors out in the universe than we might first assume. If the name of the advertising game – especially on Super Bowl Sunday and with the money riding high on such corporate decisions – is reaching the lowest common denominator, and given the fact that VW has dipped into that well twice now, in consecutive years, there must be a common thread here that isn’t being denied on Madison Avenue.

So…lay off the “Star Wars” riffs and jabs. You may find yourself in the minority.

As for you “Star Trek” geeks…I can’t help you, not even with a Shatner PriceLine.com ad.