published Wednesday, August 6th, 2014

Record-breaking VW ad for Chattanooga Passat toppled by Shakira

  • photo
    The Volkswagen ad for Super Bowl XLV with a pint-sized Darth Vader has been named the best Super Bowl car commercial of all time by Edmunds.com.
    Photo by Contributed Photo /Chattanooga Times Free Press.

The Super Bowl TV ad that launched the Chattanooga-made Volkswagen Passat has fallen from its perch as the most shared spot of all time, according to Adweek.

“The Force,” which featured a mini-Darth Vader, was toppled by a commercial for Activia yogurt after a 41-week reign.

The new champ features Activia and the World Food Programme’s three-and-a-half minute music video starring Columbian signer Shakira, which was created for this year’s World Cup.

Titled “La La La (Brazil 2014),” the ad has been shared 5,409,192 times across Facebook, Twitter and the blogosphere, according to Unruly Media. And it’s only widening its lead over “The Force,” which has racked up 5,254,667 shares, Adweek said.

Playing off its highly popular commercial, VW brought its mini-Vader to the official unveiling of its Chattanooga plant in 2011.

While officials waited to push a ceremonial red button to start production at the factory, 6-year-old Max Page, dressed in “Star Wars” garb, marched to the front of the big room set up for the dedication and filled with onlookers.

In Chattanooga, he utilized “the Force” to help officials press the button and open a large wall, showing off the inside of the plant and a large group of applauding VW workers.

VW Darth Vader
Shakira ad
about Mike Pare...

Mike Pare, the deputy Business editor at the Chattanooga Times Free Press, has worked at the paper for 27 years. In addition to editing, Mike also writes Business stories and covers Volkswagen, economic development and manufacturing in Chattanooga and the surrounding area. In the past he also has covered higher education. Mike, a native of Fort Lauderdale, Fla., received a bachelor’s degree in communications from Florida Atlantic University. he worked at the Rome News-Tribune before ...

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