Yes, it's vaguely Pavlovian.
Looking ahead to this weekend, VW has cleverly keyed us in to both the spirit of the day and the proper "Theory of Advertising" with a teaser commercial they began airing on January 25th.
The VW commercial features Jimmy Cliff, the legendary reggae musician, performing a specially prepared version of the Partridge Family song "Come On Get Happy." He joyfully sings the song and beckons troubled people from well-known viral videos of the past to join him on a verdant hillside for some much needed attitude adjustment. The general similarity of this scenario to the classic Coca-Cola commercial, "I want to teach the world to sing," is worth noting.
Hat's off to VW for this cultural "Attitude Adjustment."
Copyright © 2013 by John Eighmey. All Rights Reserved.