Posted by Dale Buss on February 4, 2013 07:13 PM
Mercedes-Benz appears to have capitalized on its Super Bowl involvement.
Chrysler and Toyota have garnered the consensus nod for creating the most enjoyable Super Bowl XLVII spots for viewers to watch. But when it comes to drawing interest in vehicles, Mercedes-Benz and Hyundai already are emerging on top. And that means they're all winners of a mega-event that car marketers increasingly dominate.
Most reviewers appreciated the all-American sentiments and the magnanimity expressed by Chrysler's pair of two-minute anthem ads, "Whole Again" and "Farmer," the latter of which received attention for being based on a 2011 ad about the farming life. And Toyota's "Wish Granted" spot, starring Kaley Cuoco, scored as the most effective humor displayed by any of the eight car brands that advertised during the Big Game.
But Edmunds.com established on Monday that the Mercedes-Benz CLA Class model advertised during the game garnered the biggest jump in web traffic afterward, as measured by visits to the site's own home pages — a whopping 23,067 more product pageviews compared with the previous four Sundays on average. And on AutoTrader.com, Hyundai generated the top statistic of any brand last night: a 1,004 percent increase in searches on the site, according to Adweek.Continue reading...
Posted by Dale Buss on February 3, 2013 03:44 PM
This late in the game, General Motors isn't about to change its game plan for the Super Bowl: no ads during the game this time. But you can be sure GM marketing executives are planning to do everything but advertise during the Big Game.
In fact, GM is happy to stoke speculation about what exactly how it might be planning to hop on the Super Bowl bandwagon without actually running a commercial during the competition, a promise that former CMO Joel Ewanick made last spring before his departure — and one which, for whatever reasons, the company has kept. Some observers believe that GM could be planning to take a page from Pizza Hut with some sort of integration of its brands or products into the pre-game show on CBS. According to the Detroit News, GM has worked out a presence for the Chevrolet Corvette around the Pepsi-sponsored halftime show featuring Beyonce, who's been busy defending, rehearsing and promoting the halftime show. Chevy, meanwhile, quietly slipped a 2014 Corvette Stingray commercial onto its YouTube channel late last month.
In other late-breaking Super Bowl branding moves, the latest move in the Cola Wars (which has already seen SodaStream swatted by CBS): PepsiCo's Pepsi Next brand tweak Coca-Cola's Coke Chase Game Day campaign (with a hand from the wags at Funny or Die) above—and below, Coca-Cola's responses released online today.Continue reading...
Posted by Dale Buss on February 1, 2013 02:35 PM
The deluge of early looks at Super Bowl ads, both entire spots and teasers, has helped brands generate lots of buzz online and elsewhere long before Sunday. And in terms of creating brand presence before the Big Game that didn't used to occur, it's hard to argue with that strategy.
But the tidal wave of sneak peeks and January reveals also has allowed early germination of inevitable controversies. Whether the publicity created by those whirlwinds has been good or bad for the brands and their overall Super Bowl branding efforts probably falls under the usual maxim of PR: "as long as you spell my name right."
GoDaddy.com has always bared everything in its Super Bowl ads, so there's no surprise in the controversy over one of its two ads released this week. It's an up-close and personal look at a brief make-out session between supermodel Bar Refaeli and actor Jesse Heiman — something about small business scoring.Continue reading...
Posted by Dale Buss on January 31, 2013 12:02 PM
One of the dangers for brands in releasing Super Bowl ads and teasers early is that it allows the criticism to start early as well.
That's what various brands are facing even before kickoff of the Big Game, as Coca-Cola is the latest brand feeling the heat over its pre-Game teaser. Coke is getting criticized for its depiction of Arabs in its desert-set spot, above, while Volkswagen undergoes more examination of the Jamaican accents of the white characters in its "Get Happy" spot.
In other game-related brand developments leading into Sunday's big game, Samsung just released its Super Bowl ad teaser, "El Plato Supreme," featuring Seth Rogen and Paul Rudd pitching their ideas for Samsung's Big Game ad: "The Next Big Thing," a 2-minute spot directed by Jon Favreau, that will air during the 4th quarter of Super Bowl XLVII on Sunday. This is the second year Samsung Mobile has an ad running during the Super Bowl:Continue reading...
Posted by Dale Buss on January 30, 2013 06:31 PM
Just four days before the game, only a few Super Bowl advertisers have kept the creative content of their commercials entirely under wraps — and even fewer are yet to come forward reveal their participation.
One of the last hand-raisers came clean today: Speed Stick, which will air its first-ever Super Bowl commercial. The spot will represent the latest execution of "Handle It," a campaign that "celebrates moments when guys are sweating on the inside but step up and Handle It on the outside," according to a release.
In the spot, "Laundry," which was crowdsourced by the Tongal video community, a man demonstrates that he knows how to "handle it" in a laundromat when a woman finds him accidentally handling a pair of her panties. With the ad, Speed Stick and parent Colgate joinma men's personal-care battle-within-a-battle during the Super Bowl, competing against Unilever's Axe (which is sending contest winners to space).
Calvin Klein is also making its Super Bowl debut, and it's also about men and underwear:Continue reading...
Posted by Shirley Brady on January 29, 2013 08:02 PM
In this era of Super Bowl commercial sneak peeks—making coy marketers like Chrysler stand out in comparison—on YouTube and social media ahead of the Big Game, at least one brand has already bowed to complaints.
Taco Bell pulled a commercial criticizing Super Bowl party guests who arrive bearing veggie trays following complaints that the spot, well, bashes vegetables. The spot, which supported the brand’s Taco 12 Pack, ran during the college football’s Bowl Championship Series (BCS) and in general rotation. The quick-serve restaurant brand (now whetting fans appetites for Cool Ranch Doritos Tacos) is not, however, pulling its official Super Bowl spot, "Viva Young," above.
The brand's Chief Marketing & Innovation Officer, Brian Niccol, defends the online pre-Game Day reveal, stating: “By releasing 'Viva Young' online before the Super Bowl, we’re rewarding our biggest fans and bringing them inside the brand. We want to share the spot with our Team Members, franchisees and online fans first so they’re in the know before Super Bowl Sunday, so we can engage with them in social and digital spaces.”
Volkswagen, meanwhile, is defying critics who feel its early Super Bowl spot, featuring a faked Jamaican accent, is racist and should be pulled—even though Jamaica's minister of tourism apparently loves it:Continue reading...
Posted by Dale Buss on January 28, 2013 06:45 PM
It's not exactly the USA versus the USSR over which country could get to the moon first. (Actually, the technology involved is, in many ways, more complicated.)
But the sudden rivalry between two coalitions of global automakers over fuel-cell technology will be an interesting and important struggle over the next few years. Which team — Daimler, Ford and Nissan, or BMW and Toyota — will be first to jointly bring an affordable, zero-emission car to market powered by hydrogen?
"We believe we were never as close to reaching a breakthrough in fuel-cell cars as today thanks to this partnership," said Thomas Weber, Daimler's head of research and development, according to Automotive News.
The age of mass-market, affordable fuel cell electric vehicles may soon be here thanks to a unique, three-way agreement among Nissan, Daimler and Ford. The three auto giants have joined forces to share Research & Development and investment for this next-generation, zero-emission technology.Continue reading...
Posted by Dale Buss on January 22, 2013 12:43 PM
The Big Game is still a good bit away. But now that pre- and post-game social-media campaigns have become at least as important as TV ads during the Super Bowl itself, the walkup period has become a crucial one for brands to shape and optimize their game-day messaging.
Take Taco Bell. The chain has unveiled a teaser video for its 60-second ad during the third quarter of the Feb. 3 game. The teaser and spot, titled "Viva Young," shows an 87-year-old man having the time of his life tearing up a football field on his souped-up motorized scooter. "Taco Bell is about memories and experiences," Taco Bell's CMO said in a release.
Meanwhile, the pressure is on Volkswagen to come up with a memorable Super Bowl ad for the third year in a row. Its 2011 ad for the Passat sedan, nicknamed "Little Darth Vader," was such a huge hit that it was awarded as one of the most memorable auto-related TV ads of the past 25 years at this year's Detroit Auto Show. And last year's VW ad, about the new Beetle, also was enthusiastically received.Continue reading...