German automaker Volkswagen sports a Jamaican accent in its 2013 Super Bowl ad.
The premise of the spot is that a sunny non-Jamaican white guy is infused with the happy-go-lucky spirit of Jamaica. Despite skepticism from his colleagues ("You're from Minnesota, right?" one asks), he eventually wins some over, including the boss.
The ad follows 2011's hugely successful (56 million views and counting) Super Bowl spot "The Force," and 2012's moderately successful (16 million views) ad, "The Dog Strikes Back."
Though last year's ad continued the Star Wars theme of "The Force," VW has now abandoned it. The latest ad, which was teased with another video last week, is in keeping with a shift in marketing strategy last September that focused on emotion and fans' stories.
What do you think? Has VW done it again or are you disappointed with the new spot?
Let us know in the comments.