The power us geeks wield to make things popular on the web is undeniable. But in almost every person lies a geek; admitted or not, somewhere in every person theres a secret appeal to Star Wars for one reason or another. Some marketers figured that out and with some Star Wars music, a little kid in a Darth Vader outfit and the power of the force in a child’s mind… you get this epic Volkswagen Passat commercial that played during the 2011 Super Bowl.
I wouldn’t buy a Passat because of that commercial but I give major props to VW for making it awesome and harnessing the inner geek in everybody. I’m not sure how much that cost them to make especially with Lucas Film licensing but I bet it was worth every penny with as viral as the video went.
May the Force be with you.
EDIT: They just released a bloopers and deleted scenes video too.