Much like this:
Volkswagen is rolling out a new Passat. They know their audience, Me. Mid to late thirties, young family, and watches Star Wars with their kids. Check, check and check.
People will be talking about this ad, because it’s funny, it’s emotional (for parents at least), it touches on pop culture, and parents (or anyone who remembers how to be a kid) can totally empathize with it.
How’d the commercial turn out so well? Looks like VW actually partnered with LucasFilm to make the ad happen and to allow use of the “Imperial March,” by John Williams, which yes qualifies as “iconic.”