Spellbinding VW ads dethrone Budweiser and Pepsi to steal Super Bowl XXXV spotlight
Not satisfied with its dominant market position among young, upscale women, Volkswagen AG astounded the advertising community with two dynamic TrixieMale-oriented Jetta commercials aired during Sunday’s beerfest. The two spots secured the top two places in the Society’s annual TrixieMeter Super Bowl Ad Poll, a survey of trixies watching the game at Lucille’s on Lincoln. Here are their favorite ads from Super Bowl XXXV, with ratings and commentary:
1-Volkswagen “Wedding” (Rating: 10.0)
Scene: Taking a page straight out of “Four Weddings and a Funeral,” 
a Jetta driver needs every one of his Jetta VR6’s 172 horses to get to his frat brother’s wedding before it’s too late. He explores the outer limits of his Jetta’s autobahn-tested handling, double-parks in front of the church and runs in, sans tie, drawing the ire of the bride and groom, who are about to exchange vows.
Why it’s hot: Although the Jetta driver isn’t nearly as cute as Hugh Grant, he does have better teeth, and with his casual, open-collar attire most TrixieMales would conclude that he is a recent MBA working as an associate for a venture capitalist (an insatiably desirable position to most T-Males).
Panelist Quote: “They say one dirty glance is worth a thousand words. In this case, you can tell that the bride is pissed, and the groom’s dirty glance screams “Good thing you drive a Jetta VR6, because if you were driving a slower Jeep Wrangler you would’ve missed the ceremony altogether, and neither one of us would have ever spoken to you again.”
2 – Volkswagen “Bear”(Rating: 9.7)
Scene: Two disheveled men 
bizarrely wander around an old-growth forest. A bear chases them back to their green Jetta 1.8 Turbo, which the driver unlocks using his remote control. Despite a prodigious amount of wheelspin, they escape from the beast’s clutches. Finally, the driver discovers that his dweeby friend had instigated the ruckus by antagonizing a baby cub bear.
Why it’s hot: The ad scored big points with our panelists by subliminally undermining the classic TrixieMale myth that outdoor adventuring requires a large, gas guzzling Sport Utility Vehicle. Both Trixies and TrixieMales alike relish the daily visceral thrill of evading the urban predators that stalk every double-parked Jetta — parking enforcement and the dreaded Lincoln Towing Service.
3 – Accenture (All four ads) (Rating: 9.6)
Scenes: None of us had ever heard of this internet start-up, nor could we really figure out what they do, but rumor has it that the company is based out of Chicago. The company spent big bucks to air four commercials which seemed to position the company as a cross between a bio-tech firm and a tele-presence technology startup like Perceptual Robotics:
Why it’s hot: Our panelists really liked Accenture’s “Greater Than (“>”)” symbol, an audacious logo which implies an absolute air of superiority over other firms. Landing a promising bio-tech company is a veritable coup for Mayor Daley, as most such companies stay on the Coasts. All of our panelists appeared to expect great things from Accenture.
Panelist Quote: “I imagine a future where Accenture will have grown into a gargantuan company controlling hundreds of thousands of eager young virtual reality consultants that clog so many O’Hare terminals with their Targus laptop cases that the company is forced to build a third regional airport to transport them to clients across the universe. Its impact won’t just be felt in Chicago, either — a proposed St. Charles training center could supplant Goose Island as the beer capital of the world!”
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