You've probably seen the ad already. If you haven't, stop reading this and watch Volkswagen's Super Bowl commercial right now. Don't worry, I'll be here when you get back.
The ad stars a pint-sized Darth Vader as his attempts to demonstrate the power of the Force. If you don't fall in love with him in the ad, you might during Kristie Lu Stout's interview with the boy behind the mask, Max Page.
Max hasn't seen any of the Star Wars films yet; he's too young. The original film is 34 years old, after all. And yet it remains a cultural phenomenon. Why?