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The Bark Side

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the rundown

Deutsch wanted to go a step further than just pre-releasing the Super Bowl spot for 2012. In order to get people even more excited for the upcoming ad, Deutsch launched a teaser ad that could be shared online. This teaser set a precedent for consumer engagement for other agencies to follow.

The Building Blocks

The technology involved in the pre-launch video centered around the ability to sound mix the dog's audio into a uniformed musical arrangement. The launch relied heavily on YouTube audiences to spread the word about Volkswagen's upcoming Super Bowl commercial. The video's successful execution and entertaining quality enabled YouTube to be a successful outlet for sharing.

The Votes

The Details

Agency
Brand
Volkswagen
Targeted Regions
  • North America
Marketing Objective
Launch Date
Jan. 18, 2012

The Team

  • Deutsch Inc. deutschinc.com
  • Mark Hunter, Chief Creative Officer
  • Michael Kadin, Group Creative Director
  • Matt Ian, Group Creative Director
  • Jerome Austria, Group Creative Director
  • Kate OConnor, Art Director
  • Donna Ko, Copywriter
  • Vic Palumbo, Director of Integrated Production
  • Victoria Guenier, Director of Broadcast Production
  • Emma Johnson, Associate Integrated Producer

The Results

Following the success of 'The Force' from last year was a tough act to follow. However, Deutsch understood that in order to continue the success, they would have to start the conversation instead of just be a part of it. 'The Barkside' was a universally loved execution that created a new method of launching commercials that has already been adopted by everyone.