Over the past few years VW have developed some of the most memorable TV ads. The reason that they keep on hitting the mark is that they have mastered the art of the misdirect. They gently lead their story in a certain direction only to reveal the punchline (which happens to be connected to the car attribute that they are communicating to ensure strong branding) in a way that is not over the top, rather it is a bit nerdy and innocent.
They blew the field away at the Superbowl a few years back. While they have been trying for a repeat at the big game with little success, their latest work for the Beetle has once again found the magic of the Darth Vader work. Have a look