So what was the best Super Bowl ad yesterday? Edmunds has the answer: It’s the commercial for the Fiat 500.
The alluring advert must have touched the inner submissive in America’s men. They are shown an ad where a dork is slapped around by an (allegedly) Italian beauty with an Abarth tattoo (on her neck,) and they obligingly click it to the top of the charts, without even thinking of hissing: “On your knees, Ffffffffiat.”
Of course, it could also have been American females who had their inner dominatrix tickled. Thankfully, we won’t know. Edmunds measured the effectiveness of Super Bowl car ads by monitoring the traffic on the respective pages on Edmunds.com, before, during, and after the ads ran, and clicks are gender neutral.
Edmunds measured whether these ads actually aroused something more than prurient interest – do people want to know more about the car? From a pile of data emailed by Edmunds, we give you the overall cumulative results.
That old Fiat ad that had been around since November last year, but hey, sex never gets old, only we do. The Fiat 500 ad made the top spot by increasing traffic at Edmunds by 138 percent.
Next in line is a more or less unsexy ad (unless you are into suppressed zoophilia): The Lexus ad for the GS 350, titled “The Beast” racked up an impressive 102 percent increase. Apparently, a Lexus busting a box talks to people.
Definitely more production value has the number 3 on the list, the ad for the Chevy Sonic, where perfectly good cars are thrown out of a perfectly good Hercules. That drove up Edmunds traffic by 95 percent. But wait, didn’t ”don’ call it Chevy” Ewanick want to kill“Chevy runs deep?” Maybe nobody found a better one, happens.
PETA should approve of this Hyundai ad that garnered an increase of 81 percent traffic for the Hyundai Veloster, landing the ad in slot number four. PETA loves people that get eaten by animals. The other way ’round, not so much.
In the fifth spot: Volkswagen’s Beetle ad, here shown in the director’s cut versions. Up 67 percent, but what will PETA say about the shameless exploitation of plus-sized dogs for marketing purposes?
Finally, coming in as number six, the Hyundai Genesis ad. (Here depicted with the proper Hyundai badge.) It leveraged boredom into a 63 percent increase.
Speaking of dogs, we asked Edmunds to disclose the worst of the Super Bowl Roman numeral XLVI. If we get this info, you will get it.
Now what was your favorite ad?
PS: AutoTrader ran a similar study, and came to similar, but not totally identical conclusions:
“AutoTrader.com shows that Hyundai performed highest overall based on its pregame sponsorship and the commercials aired for the Elantra, Genesis and the Veloster by the first quarter of the game – rather than getting one spike during the game, they had elevated activity across the length of the game on multiple car models. At the peak of the game, the heaviest online traffic spikes came from shoppers that were looking at Chevy Sonic and Toyota Camry. The most unexpected result came from Fiat 500. On Sunday, over 65 percent of Fiat 500 searches occurred after the big game ad aired.”