This settles it: Pretty much no one is making narrative commercials from start to finish anymore.
Ad firms' creative departments are being paid to scan Twitter hashtags for ideas or, in VW's case, just spend a solid couple of days watching YouTube memes until a common thread pops into their head. In the case of VW's teaser, unhappy YouTubers such as the sad Packers fan, the crying cat lady from eHarmony and Atlanta Braves minor league manager Phil Wellman are employed by Many Rivers To Cross reggae singer Jimmy Cliff to treat their troubles like the Partridge Family and Come On Get Happy.Meanwhile, there's not a Volkswagen anywhere in the clip. Nowhere. Not even the car driving the sad Packers fan around. This is the future of Super Bowl ads. Way to go, Internet. -- Written by Jason Notte in Portland, Ore. >To contact the writer of this article, click here: Jason Notte. >To follow the writer on Twitter, go to http://twitter.com/notteham. >To submit a news tip, send an email to: firstname.lastname@example.org.