Volkswagen AG released a teaser of an ad called “Sunny Side,” which it plans to run during the Super Bowl XLVII broadcast on Feb. 3. In the 1 minute, 40 second video, reggae singer Jimmy Cliff performs a cover version of the Partridge Family theme song “Get Happy.”
The German car maker has developed a reputation in recent years for creating Super Bowl ads worth watching. In the past these high-stakes commercials have been designed to promote new vehicles like the redesigned Beetle and Passat. This time the marketing theme applies to the company’s entire fleet.
“It is definitely meant to be a brand piece,” said VW spokesman Corey Proffitt. The ad is also in part a continuation of the “Smiles” campaign that began last fall just prior to the presidential election, he said.
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