We all remember Volkswagon's commercial with the little kid dressed as Darth Vader using his imagination to make things happen. Volkswagon decided to continue with the theme this year. "The Force" was followed by the "The Dog Strikes Back."
Because the first commercial was so successful, viewers welcomed the idea of another Star Wars related commercial. Star Wars is multi-generational and can resonate with a multitude of viewers.
This was my favorite commercial of the superbowl because it showed how the product had been there through the decades. Seeing a brand develop and grow over time creates a lasting memory with the viewer that the brand is worth buying.