Playing off its highly popular Super Bowl commercial, Volkswagen brought its mini Darth Vader to the official unveiling of its Chattanooga plant.
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. Max played a young Darth Vader in the popular TV ad.
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.
After the ceremony, Max was surrounded by VW officials and others who had their photos taken with him and a new black Passat.
His mother, Jennifer Page, said the public attention her son has received since the commercial is "unbelievable."
"To be here is a once-in-a-lifetime thing," she said as her blonde haired son posed for photos.
In the commercial, he plays a youngster dressed as Darth who's trying unsuccessfully to use his powers to wake up the dog or make his sister's dolls come alive. After trying out the Force on a VW Passat, he's astonished to see it work to start the car - with help from his father with a remote control in the kitchen.