Traditionally, car commercials fall into a few categories: macho, testosterone driven ads that appeal to men who need to overcompensate for something, elegant, sleek ads that are meant to showcase luxury and make the viewer feel that buying that particular car will raise their status, or practical ads that preach a car's real-life benefits, such as safety mechanisms, technology upgrades, interior comforts or fuel economy.
Volkswagen seems to be a bit better at advertising than the average auto manufacturer, as they've had a bunch of commercials in the last couple of years that break the mold. Their Darth Vader Super Bowl commercial was legitimately funny and touching, in a nerdy, nostalgic kind of way. When I first saw the Tiguan commercial above, I couldn't help but laugh at several elements.
I really like how intensely the kid is smacking the pinata. He is really giving that thing hell with his Wiffle bat. Just watch his face as he hammers the pinata. I only wish the kid was really fat, because fat people hitting pinatas with bats are way funnier than regular-sized people hitting pinatas with bats. Actually, fat people are funnier than regular people in almost every aspect. Other than sex or eating, I'd rather watch fat people do just about anything over skinny people.
Another thing to look at are the background characters. The left side seem to be staying in character and being pretty stoic, maybe even slightly confused. On the right, the adult woman is laughing almost throughout the entire sequence, and the two kids in front of her are playing grab-ass and giggling too. It makes me think that this was the best take they could get, and they had to leave in some mistakes by the extras. I would have liked to have seen the adult who starts hitting the pinata do so with a little more vigor, like the kid before him, but that's a minor complaint.
Overall, this commercial made me laugh, and then it made me imagine fat people doing stuff, which made me laugh a lot more. I hope the kid, frustrated by his inability to break the pinata, went on to start hitting other stuff with a bat. And if the Tiguan is available in the paint scheme that is shown on the pinata, I may just buy one.
Final Grade: B
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