“Volkswagon did an ad with a little kid dressed as Darth Vader, pretending to use the force on things. It was a massive success. It was like this little cultural moment. The bulk of the audience that viewed it did not see it during the Super Bowl; they viewed it online,” said Bryan Carr, professor of mass communication at UW-Green Bay. Now another ad—this one with ties to the UW-Madison—gained traction before Super Bowl LlV. It features a seven-year-old golden retriever named Scout who was treated for a tumor on his heart at the UW-Madison School of Veterinary Medicine. See more at UW-Madison Vet School Featured In 2020 Super Bowl Ad | Wisconsin Public Radio.