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VW’s Super Bowl teaser video ‘The Bark Side’ goes viral
posted by Technology @ 1:10 PM
Friday, January 20, 2012
This post has been updated. See the note below for details.
A Volkswagen teaser that features dogs dressed as "Star Wars" characters barking out the "Imperial March" theme song associated with the evil Darth Vader has gone viral, generating more than 3 million views on YouTube since Wednesday night.
VW created the teaser, called "The Bark Side," in advance of a commercial it plans to air during the third quarter of the Super Bowl, scheduled for Feb. 5.
The teaser aired during Wednesday's episode of "The Middle" on ABC. It was also posted to YouTube that evening.
Volkswagen gained both critical acclaim and sales publicity during last year's Super Bowl, when it aired "The Force."
That commercial also used the "Imperial March" music from "Star Wars" and showed a child in a Darth Vader costume attempting unsuccessfully to use the movies' legendary "force" on a variety of household appliances and other objects. To his surprise, he's able to use the force to start a Passat -– with a little unobserved help from his father.
[Updated at 12:31 p.m., Jan. 19: Mike Sheldon, chief executive of Deutsch LA, the Marina del Rey firm that does the creative work for Volkswagen, told The Times' Meg James that "The Bark" was the firm's way of trying to stay "one step ahead" of the competition. He added that the teaser was trending "faster than 'The Force did, and this isn't even a Super Bowl ad."]
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– Jerry Hirsch
twitter.com/LATimesJerry
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California leads venture funding for electric vehicle technology
posted by Technology @ 2:56 PM
Wednesday, December 7, 2011
California is fast becoming a global center for electric-vehicle innovation and jobs.
Businesses in the state collected $467 million in electric vehicle venture capital investment during the first half of this year, or 69% of the global total, according to a study by Next 10, a nonprofit founded by Silicon Valley venture capitalist F. Noel Perry.
California also is now tied with Michigan, the traditional center of the U.S. auto industry, in the number of patents filed for electric vehicle technology. Both states generated 300 patents for electric vehicle technology from 2008 to 2010.
Globally, California trails only Japan and South Korea in electric vehicle patents and leads other nations, including Germany, Taiwan and France, Perry said.
Employment also is taking off. Tesla Motors has hired 300 workers in California so far this year, bringing its national workforce to about 1,400. It plans to double its employment next year, with most of the jobs coming to an auto factory in Fremont that it is refurbishing to launch production of its Model S electric sedan in 2012.
“We have a huge hiring plan for next year,” said Arnnon Geshuri, Tesla’s vice president of human resources.
Tesla’s growth is starting to trickle to vendors and contractors. Geshuri said Tesla is busy upgrading and building more office space at the Fremont factory.
“That means we will need more carpet, tables and desks, and that has an economic effect on the trade groups that provide those services,” he said.
Other companies, from small electric drive manufacturers to businesses that install electric vehicle charging stations commercially and in homes also are growing rapidly, with many having doubled their workforces or grown even faster this year.
The growth is important because it is one of the few areas of expansion in a struggling state economy, said, Tracey Grose, a vice president of collaborative economics who prepared Next 10’s report.
To be sure, the venture capital being spent in California represents just a fraction of what the auto industry is putting into electric and hybrid vehicle technology. Nissan, for example, is spending more than $1 billion on just one project: a new factory to build battery packs for its electric Leaf sedan in Smyrna, Tenn.
And the industry is not without its setbacks; last week electric vehicle start-up Aptera Motors shut its doors, putting its staff of 30 out of work after the Carlsbad company ran out of funds.
But “venture capital and patents give us a look into innovation and are a leading indicator of emerging industries,” Grose said.
California’s status as the nation’s biggest auto market -– and electric vehicle market — and a tech savvy population of early adopters have made the state a friendly environment for companies investing in electric drive technology, said Jordan Ramer, chief executive of EV Connect, a Culver City company that installs public and home charging stations.
“It is the natural place for new EV manufacturers,” he said. “The market is here.”
EV Connect has hired 15 workers at its headquarters this year, including customer service representatives and technicians, more than doubling its employment. The company also has signed up 300 contract electricians to conduct installation work nationally.
Coda Automotive, a Los Angeles start-up that is developing electric vehicles and battery technology, has hired about 225 workers in California this year. Additionally, it has contracted with Amports in Benicia to take the sedans Coda is importing from China and install electric drive trains into the vehicles and complete their assembly.
And Fisker Automotive has more than 600 full-time workers and contract staff at its Anaheim headquarters now -– up from fewer than 150 at the beginning of this year. It is just bringing to market the Fisker Karma hybrid, a 400-horsepower luxury sedan.
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– Jerry Hirsch
Photo: Tesla Model S. Credit: Tesla
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