Car ads at Superbowl XLV

We’ve talked a lot about advertising recently, especially in the US market. There was some support for advertising at the Superbowl, too.

I thought I’d give you a walk through of the automotive-related advertising that was placed during the big game. Spots are said to go for several million dollars a-piece, which Saab just doesn’t have the cash for. For those companies that do, here’s how they spent it. You be the judge.

Suzuki Kizashi:

httpvh://www.youtube.com/watch?v=8mUBWMtXiMs

Chevy Cruze:

httpvh://www.youtube.com/watch?v=qFFWGT_GzYo

Bridgestone:

httpvh://www.youtube.com/watch?v=EBUcG7xZB-g

VW – Black Beetle

httpvh://www.youtube.com/watch?v=8ulbjaKmKG0

BMW X3

httpvh://www.youtube.com/watch?v=HR06x_f-Zxo

VW – The force (17 million views on Youtube)

httpvh://www.youtube.com/watch?v=R55e-uHQna0

Bridgestone – Reply all

httpvh://www.youtube.com/watch?v=X9xGw-SWej8

Checy Silverado

httpvh://www.youtube.com/watch?v=UwgJzNHvJ-c

Chevy Camaro

httpvh://www.youtube.com/watch?v=TCaCNz0Vml8

Audi – Release the hounds

httpvh://www.youtube.com/watch?v=3snyXTNmFm8

Chrysler – Imported from Detroit – (great ad for a very mediocre car)

httpvh://www.youtube.com/watch?v=SKL254Y_jtc

Mercedes Benz

httpvh://www.youtube.com/watch?v=UOEw3PDh8zo

Cars.com – (please feel free to review)

httpvh://www.youtube.com/watch?v=qSgqy9OwrBo

Hyundai Elantra

httpvh://www.youtube.com/watch?v=LEg5mwsRgGc

Chevy Volt

httpvh://www.youtube.com/watch?v=qEzWNj2LHMY

Kia Optima

httpvh://www.youtube.com/watch?v=BLGj6iSZvak

Mini USA

httpvh://www.youtube.com/watch?v=bDnVE58Z9VA

Cars.com again

httpvh://www.youtube.com/watch?v=xF47Kkk16VQ

BMW Advanced diesel

httpvh://www.youtube.com/watch?v=OTzk3ibvQeo

Carmax

httpvh://www.youtube.com/watch?v=O-qEqXzQ1SA

Hundai Sonata Hybrid

httpvh://www.youtube.com/watch?v=WGLN4CPROgg

Hyundai Elantra

httpvh://www.youtube.com/watch?v=N4kkxpAL2hE

Chevy Cruze (again – and holy crap! Saab, don’t ever do this)

httpvh://www.youtube.com/watch?v=eUHDFafqykI

Pat H
Guest
Pat H
5 years 7 months ago

That vw add is so well produced…

charlie
Guest
charlie
5 years 7 months ago

SAAB probably does have the money, and it is the perfect venue for them next year.

Get Jerry Seinfeld to do it. It will create immense buzz. Will it kill you marketing budget? Yes. Will it let people that SAAB is alive and the hatchback returns — yes. Even if it a crappy ad people will talk about it.

Now to get SAAB to do a Talladega this year for SAAB with 100K miles on them…..

Curvin O'Rielly
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Curvin O'Rielly
5 years 7 months ago

The cost of a :30 second spot on this year’s Super Bowl was anywhere from $2.5-$2.8 million. That’s just for the cost for the media buy. Add another couple million for the costs of production, possibly more than that since advertisers generally go all-in when they produce a Super Bowl commercial.

Curvin O'Rielly
Guest
Curvin O'Rielly
5 years 7 months ago

If the NFL and the player’s union don’t reach an agreement, there won’t be a Super Bowl next year! Personally, I think the NFL is pushing its luck. Expanding the season from 16 to 18 regular season games will increase league and team revenue, but, as the union says, it will also increase the wear and tear on players, along with increasing the possibility of injuries, without a raise in player pay. FYI: The 2014 Super Bowl will be played in the NY/NJ area, in an outdoor stadium where it’ll probably be frigid and snowy.

Tedjs
Guest
5 years 7 months ago

The Chevy Camaro ad was really well done. And the BMW Advanced Diesel ad brought me right back to the 1980’s when GM diesels ruled the earth. ๐Ÿ˜‰

And as for that Chrysler ad… It was cool, but a Sebring re-badge? Really? And American? The company is slowly being absorbed by Fiat.

Ford did a lot with the Focus Rally, but not so much with ads. That new Focus is going to rule the road. Very cool little car.

Thylmuc
Guest
Thylmuc
5 years 7 months ago

Or vice versa. A lot of Alfa and Lancia driver seem unamused by the prospect that the next executive cars of their brands might be redesigned Chrysler 300s. Not to talk about Alfa SUVs from the US, or PT Cruisers as Lancia vans.

jos
Guest
jos
5 years 7 months ago

Tedjs February 8, 2011 at 11:30 am
And the BMW Advanced Diesel ad brought me right back to the 1980โ€ฒs when GM diesels ruled the earth.

Looked it up on youtube, that BMW Diesel ad is really quite funny… Brings back memories of my dad’s ’79 Caddy diesel, the worst we car ever had.

74stingray
Guest
74stingray
5 years 7 months ago

I pretty much vote this way as far as what speaks to me.

#1 The Chrysler 200 ad was my favorite despite it was a little too long winded.
#2 VM Beetle Ohhh black betty..ramalam
#3 Audi Jailbreak

Saabheart
Guest
Saabheart
5 years 7 months ago

#1 Chrysler ad. Very American which may be hypocritical but nevertheless I loved it. About time they tied in Eminem with the Detroit scene.
#2 VW Beetle. Goliath beetle with racing stripes and Ram Jam, done ๐Ÿ™‚
#3 Kia Optima – So crazy it was just funny.

Frank A
Guest
Frank A
5 years 7 months ago

I agree, I think the Chrysler ad was by far the best. It hit on all the themes. As for them being owned by Fiat, if Americans don’t buy Chryslers no one will. The 200 is not much to write home about, but it is the only Chrysler product currently made in the USA.

David
Guest
David
5 years 7 months ago

A Saab commercial highlighting the 9-5, -94X, and facelifted 9-3 would have been perfect, oh well.

Also, I’m sorry to report but the Chrysler 200 is NOT made/assembled in Detroit. Its assembled in Sterling Heights, MI (Detroit Area but not Detroit). A small point but given the entire focus of the commercial its not quite accurate. FWIW, I did love the ad!

Kroum
Guest
5 years 7 months ago

Nice ads and one fugly car (yes, the Hyundai Sonata Hybrid – yuk!) ๐Ÿ™‚

Jeff
Guest
Jeff
5 years 7 months ago

The ads were kind of weak this year, though I did like the Camaro ad, and both of Eminem’s ads. The best ads I can remember were for XXXV in 2001, but I might be just a bit biased, as that was the year Baltimore got what it deserved after being left for dead by the Colts.

This year, I’m just happy that Ben Rapistberger didn’t get another ring. Anyone but them…or the “Colts.”

74stingray
Guest
74stingray
5 years 7 months ago

@ Jeff, after all we been through…. Baltimore??

boooo hissss but at least Ben has the rings already ๐Ÿ™‚ we’ll save THAT conversation for the ‘skunkworks…..

pfft.

Andy Rupert
Guest
5 years 7 months ago

I liked the hard of hearing Chevy Cruze commercial.

I got to preview the MB commercial thru the dealership but never got it. They did a good job of building up to the finale but when it arrived it was nothing exciting. Fail.

Thylmuc
Guest
Thylmuc
5 years 7 months ago

The Chrysler ad is fantastic. It’s about authenticity. Here we live, that’s what we are, and these are the cars we build. And it’s about local vs global. Really local. Not made in the USA local, but importet from Detroit local.

The 200 may not be a good car (no idea) and not even be built in Detroit, but this is mainly a commercial about Chrysler, not so much about a specific model.

Saab should do something similar.

The Chevy ads were also quite good, imho

Niklas G
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Niklas G
5 years 7 months ago

The Chrysler ‘Imported from Detroit’ was my favourite. (Next after the Saab changing perspective ad, of course. ๐Ÿ˜‰ )

Curvin O'Rielly
Guest
Curvin O'Rielly
5 years 7 months ago
Thylmuc… I’ve worked in advertising for a long, long time. Over the years, whenever someone has pointed out a commercial and suggested that I โ€œdo something similar,โ€ itโ€™s always sent a shiver down my spine and lead to long conversations about what they actually mean by โ€œsomething similar.โ€ On a stage as big and as costly as the Super Bowl, in any television advertising media buy for that matter, everything should be completely original โ€“ by that, I mean an original strategy, along with a piece of film thatโ€™s so original that itโ€™ll capture the attention of viewers. (I call… Read more »
SpinM
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SpinM
5 years 7 months ago
I took a look at all these ads, liked some, some I didn’t. But perhaps that’s not the main goal of an advertisement…so I went biking for 2 hours and now I can tell which ones I remember the most. In my eyes (in that respect) the winners are: – The Bridgestone ad with the beawer (nice one) – The Kia Optima ad (like that one) – Both of the Cars.com ads (cool ads), though I had to look again to remember who it was for – The Audi ad, though that one did nothing for me (I don’t like… Read more »
J Fan
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J Fan
5 years 7 months ago

Some great ads there, and some not so great.

That Kia epic ride one… as someone who does the odd bit of animation here and there… I cannot believe how much trouble they went to for such a crappy ad.

John in Bismarck
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John in Bismarck
5 years 7 months ago

I loved the Chrysler/Detroit ad, but I’m biased; I’m a Detroit native. For the record, the Jeep Grand Cherokee is built in the city of Detroit, and so is/was the Viper. Sterling Heights is close enough, and there are several other Chrysler facilities in and around Detroit. I’m not a fan of Eminem, but he nailed it. The gospel choir at the Fox Theater was nice, too. Chrysler/Fiat is making a run at it, for sure. I wish them well.

Ron
Guest
Ron
5 years 7 months ago

My all-time favorite super bowl car ad was aired during the 1990 Super Bowl. Nissan unveiled the all new 300ZX twin-turbo:

http://www.youtube.com/watch?v=1XLyCDsKhGo

Jeff
Guest
Jeff
5 years 7 months ago
There’s a reason why all of those auto manufacturers spend the $$ to advertise during the Super Bowl. However, if you don’t have an add that’s “cute” or “clever” people won’t remember it. So basically you will have wasted millions. My issue with Saab isn’t so muchthat they don’t advertise during events such as the Super Bowl, my complaint is that I NEVER see a Saab commercial at all. EVER! It doesn’t matter whether it’s during prime time or at 1:00AM, I never see any commercials for Saab! How in the world do they expect to sell cars if people… Read more »
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