The Spot: Return of the Jedi

Why Deutsch and Volkswagen went back to the well for their 'Star Wars' sequel in the Super Bowl

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GENESIS: For months, Volkswagen and Deutsch debated whether—and then how—to do a sequel to "The Force," their runaway hit from the 2011 Super Bowl, for the 2012 game. "There's not a lot of great sequels. For every Godfather II, there's a Godfather III. For every Jaws, there's a Jaws 5," said Deutsch group creative director Michael Kadin. In the end, they felt they had to go back to the material. "To ignore it would have been glaringly obvious and strange," said Kadin's creative partner, Matt Ian.

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