I featured a number of these last week, but here’s a full run-down of all the Super Bowl car ads shown during the big game in 2013.
Audi – “Prom”
RAM and Jeep
After the “Imported from Detroit” ad of a few years ago and last year’s “Halftime in America”, Fiat’s American brands are pulling at the patriotic heartstrings once again.
This time, Jeep calls out to families of war veterans with “Whole Again”
….. and RAM quite possibly steal the whole ad show with little more than a wonderful 1978 narrative and some nice images all tied up in a PowerPoint slideshow – “God Made a Farmer”
It’s nice of Lincoln to give everyone a lesson in “Why Social Media is Good but Crowdsourcing 10 Million Dollar Superbowl Ads is Bad”
Lame. Stupid story, not even novelty value, and the actual car is reduced to being an extra.
The Korean powerhouse peppered coverage with 5 different ads. Pundits estimate that 30-seconds of Super Bowl adspace cost around $3.8 million. Add in production costs then consider the total figure in your head as you watch all of these.
Epic Playdate (Santa Fe) – I like this one a lot.
Team (Santa Fe) – Not so much….
Stuck (Sonata Turbo) – Hyundai invoke some old Saab ads about the benefits of turbocharging
Excited (Genesis R-Spec) – Not quite. I never quite understand why companies take what’s supposed to be a pretty serious car and put hare-brained commentary with it. It deconstructs everything that might be trying to build into the Genesis brand, IMHO.
Don’t Tell (Santa Fe) – Not much that’s quintessentially “Don’t Tell” about the Santa Fe. Good ad, really, but I don’t quite get the link.
Hyundai’s little sister brand, Kia, also spent up big on production and airtime.
Space Babies (Sorento) – If your non-product-focused ad has an entertaining enough story, hopefully people will enjoy it enough to remember the ad AND remember your name, too. No guarantees, though.
Hotbots (Forte) – Anyone who’s been to a motorshow press day will feel something for the ladies employed by companies to drape themselves over vehicles. (What that something is, is a matter for your and your priest, of course.) Most of these ‘booth professionals’ actually have excellent product knowledge but, like these ones, are ignored when it comes to automotive information. Payback time.
Soul (CLA) – After the extraordinarily stupid teaser ad (I don’t even want to link to it), Mercedes almost makes up for it with this vapid appeal to Gen Y. Yes, if you buy this car girls really will chase you across the street – and yes, I know it’s done in the name of humour but behind every bit of humour that’s fashioned this way is a reasonable dose of the truth, which Mercedes are preying on here.
Wish Granted (RAV4) – We covered this one the other day. Looks OK.
Get In, Get Happy (Beetle) – Believe it or not, this ad actually caused a minor storm last week here in Australia. That’s the reach of social media for ya. The complaint from someone was that this white guy speaking with a Jamaican accent was akin to someone doing a blackface routine. The media here in Australia love to brew a storm in a teacup at every opportunity and nothing brings out the flavour like a little political correctness. Stoopid.
The ad’s no inspiration, either.