I loved this and the VW Beetle commercial as well. I thought they positioned VW very well. They were sylistically very different than the other car commercials. Plus, as a parent it tugged at my heart strings. I can imagine what the parent feels at being able to help “Darth”. This was a very unique way of showing the really cool technology of the Passat!
This commercial was fun-loving and playful. It positions the target market as sophisticated (working professional), responsible (parent) and mischevious (he’s still a little kid at heart himself) simultaneously. Clever. And a VW helps both (dad and mom, as she is also acknowledged) fulfill all of their many overlapping realites.