This famous VW commercial featuring Darth Vader was aired during the 2011 Superbowl. It was a real success cumulating almost 52 million views as of today. Even though I like the ad, I find that there is no insight behind it. VW were just showing us there new Passat through this ad, they weren’t trying to prove any point nor show us a particular advantage that this new 2012 Passat has over its competitors or its previous model.