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词条 The Force (advertisement)
释义

  1. Commercial

  2. Actor

     Health 

  3. Reception

  4. References

  5. External links

{{Use mdy dates|date=October 2016}}{{Infobox television advert
| name = The Force
| image =
| image_size =
| caption =
| client = Volkswagen
| product = Volkswagen Passat
| agency = Deutsch
| director =
| production company = Lucasfilm[1]
| producer =
| starring = Max Page, Kovar McClure
| music = John Williams
| released = February 6, 2011
| runtime = 1:02
| country = United States
| language = English
| budget =
| preceded_by =
| followed_by =
| website =
}}

The Force is a television advertisement created by Donny Deutsch Advertising Inc. (Deutsch) to promote Volkswagen's Passat.

Commercial

Volkswagen had not aired a commercial during the Super Bowl in more than 10 years, but in 2011, the company ran two ads, both from advertising agency Deutsch. The other was called "Black Beetle".[2]

The advertisement for the 2012 Volkswagen Passat, created by Eric Springer, Michael Kadin, Ryan Mclaughlin, Craig Melchiano and David Povill at Deutsch, features a young boy (played by Max Page) in full Darth Vader regalia attempting to use the Force to start a washing machine and a clothes dryer, and to wake the dog and a doll. After he is unsuccessful in those attempts, he is startled to discover that he can start the car, though his father actually does it using a remote control.[2]

The film was directed by Lance Acord and produced by Park Pictures featuring the musical track "Imperial March" composed by John Williams.[3][4]

Actor

{{Infobox person
|name=Max Page
|nationality=American
|birth_name=Maxwell James Page
|birth_date=2005
|birth_place=Children's Hospital Los Angeles
|known_for=
  • The Movie
  • The Force (advertisement)

|occupation=Actor
|employer=Volkswagen
|father=Buck[5]
|mother=Jennifer[5]
|relatives=Ellison[5] (brother)
}}

Max Page had never seen any of the Star Wars movies, saying he was too scared.[2] He met James Earl Jones, the voice of Vader in the Star Wars movies, in New York City[6] on February 7.[7] On May 24, Page appeared in costume, with the Star Wars Darth Vader music playing, at the inauguration of the Volkswagen Chattanooga Assembly Plant.[8]

In addition, Page played Reed Hellstrom on the American TV soap opera The Young and the Restless, appeared in local commercials, and had acted "since he was barely able to walk".[13]

Kovar McClure, an American-born actor, plays the father in the spot.

Health

When he was three months old, Page had life-saving surgery, and soon after that received a pacemaker to treat a heart disorder called Tetralogy of Fallot.[13] Children's Hospital Los Angeles (CHLA) cardiology chief Michael Silka said, "He can essentially have normal activity and with careful care, a full life is a reasonable expectation."[2] Page, at age 7, had another corrective open-heart surgery at CHLA on June 14, 2012. He received a valve expected to last 15 years.[9]

{{Infobox person
|name=Kovar McClure
|birth_name=Denny Kovar McClure[10]
|birth_date={{birth date and age|1972|07|21}}[10]
|birth_place=Winkler County, Texas, US[10]
|nationality=American
|years_active=1999 – present
|occupation=Actor, writer, director[10]
|alma_mater=State University of New York at Purchase[10]
|spouse=Joo Silvia[10]
|known_for=
  • Devil's Courier

|home_town=El Paso, Texas, US[10]
}}

Reception

The Passat ad appeared on YouTube the week before its TV debut on February 6, 2011. By the next morning, the video had received one million views; the number reached 8 million before the commercial aired on TV.[11] Considered by everyone connected with the ad to be the best version but "too long to play during the game",[2] the online version lasted sixty seconds, compared to thirty in the broadcast version, and the long version stood out more in people's minds.[12] As of February 7, the video had more than 15 million views. Page's mother, Jennifer, said the reaction was "overwhelming. ... I can't even keep up with the messages and the calls."[2]

James Rainey of the Los Angeles Times said the ad "will get inside people's heads and stay there because it combines the iconic 'Star Wars' character and a classic sentiment—a child's desire to be larger than life."[13] Of all the Super Bowl ads, Rainey said, "the one you'll actually want to see again is Volkswagen's, powered by the force of a tiny Darth Vader who tells a simple story, with a little body language and nary a word."[13]

Stuart Elliott of The New York Times enjoyed the ad, calling it a "loving spot-on tribute to Star Wars."[14] CNBC's Phil LeBeau said that the commercial was "clever, original" and "left a strong lasting impression."[15] According to USA Today the commercial was posted online 5 days before the Super Bowl and had already garnered 13 million views by the time the game aired.[16] It also scored number 3 on the USA Today Ad Meter.[33]

On May 23, the Passat ad won an online competition on the CBS special Clash of the Commercials: USA vs. the World,[17][18] in which people were asked to "choose the greatest commercial of all time."[17] The second-place finisher was Heineken's "Walk-in Fridge".[19]

By the end of 2011, Advertising Age said, "With 600 placements, the video is on pace to become one of the most-watched viral ads of all time."[20] In its first year the ad had over 49.4 million views.[21] The video is also the most shared ad of all-time.[22]

As of August 2014, the Passat ad had 5,254,667 shares on social media when it was surpassed after 41 months as the most shared ad by "La La La (Brazil 2014)" for Activia.[23] It remained in second place and was still the most viewed Super Bowl ad as of January 2015, when it had 61 million views.[24]

The success of the Passat ad is considered to have changed how Super Bowl advertising is viewed. Instead of a single ad, businesses look at an entire campaign which involves previews before the game and the use of social media.[24]

{{Portal|2010s|Star Wars}}

References

1. ^{{cite news|url=http://news.cnet.com/8301-11128_3-20029611-54.html|title=VW partners with Lucasfilm for Super Bowl ad|last=Lombardi|first=Candace|work=CNET|date=January 26, 2011}}
2. ^1 2 3 {{cite news|url=http://www.nydailynews.com/entertainment/tv/2011/02/07/2011-02-07_unmasked_darth_vader_commercial_boy_max_page_has_become_super_bowl_star.html?r=news/national|title=Unmasked! Darth Vader commercial's 6-year-old boy, Max Page, becomes Super Bowl XLV star|last=Sheridan|first=Michael|work=New York Daily News|date=February 7, 2011|accessdate=2011-02-07}}
3. ^{{cite web|url=http://adsoftheworld.com/media/tv/volkswagen_the_force|title=Volkswagen: The Force|publisher=Ads of the World|accessdate=2016-02-15}}
4. ^{{cite web|url=http://parkpictures.com/lance-acord|title=Lance Acord|publisher=Park Pictures|accessdate=2016-02-15}}
5. ^1 2 {{cite news|url=http://www.chla.org/blog/patient-story/max-page-the-boy-behind-darth-vaders-mask|title=Max Page: The Boy Behind Darth Vader's Mask|work=Children's Hospital Los Angeles}}
6. ^{{cite web|url=http://abclocal.go.com/kabc/story?section=news/entertainment&id=7946155|title=Mini Darth Vader meets James Earl Jones|work=KABC-TV|date=February 7, 2011|accessdate=2011-02-17}}
7. ^{{cite news|url=http://www.tmz.com/2011/02/08/lil-darth-vader-max-page-super-bowl-james-earl-jones-volkswagen/|title=When Lil' Darth Vader Met Darth Vader|last=Lopez|first=Johnny|work=TMZ.com|date=February 8, 2011|accessdate=2011-02-17}}
8. ^{{cite news|url=http://content.usatoday.com/communities/driveon/post/2011/05/darth-vader-star-wars-the-force-volkswagen-chattanooga-passat/1|title=Pint-sized Darth Vader blesses Volkswagen's U.S. factory|last=Woodyard|first=Chris|work=USA Today|date=May 24, 2011|accessdate=2011-05-24}}
9. ^{{cite news|url=http://www.cbsnews.com/8301-505245_162-57453870/boy-behind-mask-in-darth-vader-car-ad-has-surgery/|title=Boy behind mask in Darth Vader car ad has surgery|work=CBS News|date=June 15, 2012|accessdate=2012-06-15}}
10. ^1 2 3 4 5 6 {{Cite AV media|url=https://www.imdb.com/name/nm0565980/|title=Kovan McClure – IMDb|work=IMDb}}
11. ^1 2 {{cite web|url = http://www.msnbc.msn.com/id/41455377/41458412|title = 'Little Darth Vader' reveals face behind the Force|last = Inbar|first = Michael|work = MSNBC|date = February 7, 2011|accessdate = 2011-02-07}}
12. ^"10 Ads Creativity Loved," Advertising Age, December 12, 2011, p. 12.
13. ^1 {{cite news|url=http://latimesblogs.latimes.com/the_big_picture/2011/02/super-bowl-ads-will-be-the-highlight-of-choice-for-millions-of-viewers-sunday-youll-see-a-lot-of-high-production-and-feve.html|title=Super Bowl ad winner: Darth Vader and Volkswagen|last=Rainey|first=James|work=Los Angeles Times|date=February 5, 2011|accessdate=2011-02-17}}
14. ^{{cite news|url=https://www.nytimes.com/2011/02/07/business/media/07adco.html|title=Super Bowl Ads Mine Decades of Americana|last=Elliott|first=Stuart|work=The New York Times|date=February 6, 2011}}
15. ^{{cite news|url=https://www.cnbc.com/id/41425399|title=VW Uses 'The Force' to Score Super Bowl Winner|last=LeBeau|first=Phil|work=CNBC|date=February 4, 2011}}
16. ^{{cite news|url=https://www.usatoday.com/money/advertising/admeter/2011-02-08-admeter08_ST_N.htm|title=Super Bowl ads win with social-media play|last=Horovitz|first=Bruce|work=USA Today|date=February 8, 2011}}
17. ^1 {{cite web|url=http://www.cbs.com/specials/clash_of_the_commercials/|title=Clash of the Commercials: USA vs. the World|publisher=cbs.com|accessdate=2011-05-24}}
18. ^{{cite web|url=http://fuelthefuture.adweek.com/uncategorized/culture-clash/3928/|title=Clash of the :30 Titans|last=Medich|first=Rob|publisher=adweek.com|date=May 23, 2011|accessdate=2011-05-25}}
19. ^{{cite web|url=http://www.amsterdamadblog.com/2011/05/24/heineken%E2%80%99s-walk-in-fridge-2nd-best-spot-ever/|title=Heineken's 'Walk-in fridge' 2nd best spot ever|date=May 24, 2011|accessdate=2011-05-25}}
20. ^"Top 10 Viral Campaigns," Advertising Age, December 12, 2011, p. 16.
21. ^1 {{cite news|url=http://www.news-record.com/content/2012/02/03/article/a_year_later_looking_at_super_bowl_ads_that_kept_scoring/|title=A year later, looking at Super Bowl ads that kept scoring|last=Anderson|first=Mae|work=News & Record|agency=Associated Press|date=February 3, 2012|accessdate=2012-02-03}}
22. ^{{cite web|url=http://www.nfl.com/news/story/0ap1000000131115/article/super-bowl-xlvii-an-event-of-epic-proportions|title=Super Bowl XLVII: An Event of Epic Proportions|work=National Football League|date=January 25, 2013|accessdate=2013-01-25}}
23. ^{{cite news|url=http://www.adweek.com/adfreak/see-ad-just-eclipsed-volkswagens-force-most-shared-all-time-159297|title=See the Ad That Just Eclipsed Volkswagen's 'The Force' as the Most Shared Ever Activia ends Darth's three-year run|last=Nudd|first=Tim|work=AdWeek|date=August 5, 2014|accessdate=2016-02-13}}
24. ^1 2 3 {{cite news|url=http://time.com/3685708/super-bowl-ads-vw-the-force/|title=The Ad That Changed Super Bowl Commercials Forever|last=Sanburn|first=Josh|work=Time|date=January 30, 2015|accessdate=2016-02-13}}

External links

  • Video of "The Force" commercial
  • Video of Max Page in costume with Jones
{{Super Bowl commercials}}{{DEFAULTSORT:Force}}

7 : Television commercials|Super Bowl advertising|2011 works|2011 in American television|Works based on Star Wars|Viral videos|2010s television commercials
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