It is that time of the year again. I know they have been working for this, well, basically since last year’s Super Bowl. They will be much more prepared to react coming weekend since Oreo clearly stole the show last year. Automakers are gearing up with puppets, patriotic themes, humor, excitement and of course the element of surprise. Many automakers have revealed their ads for the Super Bowl and some have already gone viral. It will once again be a very very competitive Sunday on TV, automakers trying anything from beauty to brains.
If you have the slightest of doubt regarding the buzz this creates, or do not really understand why this is such a big deal. I will respond to that with numbers, tune in because here come the big bucks:
Super Bowl prices per 30-second ad slot
2014: $4 million
2013: $3.8 million
2012: $3.5 million
2011: $3.1 million
2010: $2.9 million
Source: Kantar Media
Automotive industry ad spending in recent Super Bowls
2013: $92.0 million
2012: $94.5 million
2011: $77.5 million
2010: $29.7 million
2009: $18.0 million
2008: $21.6 million
2007: $21.5 million
2006: $20.0 million
2005: $26.4 million
2004: $20.7 million
Source: Kantar Media
Now what do you say to that? That money can feed nearly two million African kids for a whole year. For a whole year that is. This is bit of a dramatic approach to advertising, and as a marketer I should have had my soft side removed by surgery. But you got me this time, my apologies!
Oreo’s response last year remains to be epic. They were able take advantage of the 30 min black-out with a single tweet captioning: “Power out? No problem. You can still dunk in the dark.” They quickly gathered 15k retweets and became the star of the show. They also helped redefine how we thought people watched the Super Bowl. Thanks to Oreo now we know that everybody is multitasking with multiple screens in front of them. It is a social event with a lot of involvement from giant TVs and Smartphones (Thanks Samsung).
Automakers, learning from the Oreo incident last year, are keeping a staff of copy writers, PR specialists, marketing people and lawyers watching the games together and responding to any thing with the hope of stealing the show for some time. We will have to wait and see if this year bears any surprises. And btw, don’t let your lawyers drink.
Chrysler continues to be one of the few companies that doesn’t reveal any details about its plans until its commercial debuts during the game. The Auburn Hills automaker generated political controversy in 2012 with Clint Eastwood’s “Halftime in America” pep talk and changed the nature of Super Bowl advertising with the widely praised first-ever two-minute ad starring Eminem in 2011.
“We had the right commercial and the wrong car” in 2011, Chrysler CEO Sergio Marchionne said earlier this month after the company unveiled an all-new Chrysler 200 at the Detroit auto show. “I think we now have hopefully the right commercial and the right car.”
GM is planning to air two 60-second commercials for Chevrolet but hasn’t said which nameplates will be featured. A commercial for the Silverado or Colorado pickups would be a safe bet.
Now I will let you enjoy the show, giving you a brief heads-up for each commercial and/or teaser. My favorites are “Dad’s Sixth Sense” by Hyundai once again touching on family and kids, “The Truth” by KIA featuring the amazing Morpheus and CarMax big game commercial ‘puppy version’, which really made me crack up and miss my dog at the same time. Hope you enjoy,
TOYOTA – Muppets and Terry Crews (lots of muscle)
JAGUAR – Randezvous, starring Sir Ben Kingsley
Hyundai has two spots for the Super Bowl (yeah that makes $8M on air time only) for two different cars. This is the 7th consecutive year that Hyundai has a spot on the Super Bowl.
Chelsea Levy, a spokesperson for Hyundai Motor America states that the one in the first quarter is a heart-warmer involving the “near misses and saves” in a father-son relationship, taking place against a well-known (but for now, undisclosed) song.
“They don’t call it the Super Bowl for nothing. When it comes to audience size, engagement with the advertising, social media talk value, and driving shopping traffic to Hyundai.com, nothing else even comes close,” said Steve Shannon, vice president of marketing, Hyundai Motor America.
Hyundai – Nice, starring that guy from the Big Bang Theory
Hyundai – Dad’s Sixth Sensefor 2015 Genesis
KIA – Big Game Commercial Teaser
KIA – K900 ‘The Truth’ Big Game Commercial starring the legendary Morpheus (Laurence Fishburne)
Volkswagen – The Algorithm, starring your physics professor from high school and Carmen Electra (almost forgot)
and finally two ads from CarMax, the ‘puppy version’ is truly hilarious (subjective opinion).
I purposely kept it for the bottom, here is my gift to everyone who was able to make it thus far. Thank you.