Today, ad agencies all over the country crunch numbers to prove to their clients that the outrageous amounts of money spent for production and media buys of Sunday’s Super Bowl ads were well spent. Too bad their clients already saw on TTAC which ads were shooting stars, and which were duds. Oh, and Mercedes did not run the car wash ad. They had something more devilish in store.
No doubt each agency will find the most fitting metric to prove that their ad was great. Edmunds has a handy and free metric that shows how well an ad resonates. They call it the “lift.” Edmunds watches your clicks as they are driven to the respective cars on the Edmunds website. It’s a seismograph for the impact an ad has. If the clicks signal a lot of lift, the ad works, as far as Edmunds is concerned. If the needle stays flat, that ad is a dud. Here is the play-by-play.
Audi did the umpteenth rendition of boy goes to prom. But did mother ally say (at 00:10) “Nowadays, lots of people don’t wet themselves?” The ad created decent lift, not just in the pants. Too me, the best part is in the kiss-off.
Toyota’s riff on “Genie” provided decent, but not earth shattering lift. The budget must have been horrendous.
With 738% lift, Hyundai’s “Team” spot is the clear winner of the first quarter. The ballpark bully theme also isn’t new, but it works.
This was the quarter of the duds. Probably, some agencies called and asked to “pull the plug” – something that created unintended consequences after halftime.
Lincoln’s MKZ “Phoenix” ad did look and sound like a re-release. Zero lift. Toss it.
Volkswagen valiantly had tried to stir the pot . Last week, the PC posse obliged and screamed “racism” and “stereotyping.” It didn’t help the ad. Zero lift. The folks who wanted to be outraged probably had already seen it a hundred times on YouTube. (More than 8 million views for free, and according to Edmunds, for naught.)
Hyundai’s “stuck” ad, extolling the benefits of a turbo, provided little acceleration of viewership: A mere 34% of non-lift.
|Jeep||Half Time||Whole Again||3%|
During half time, Fiat-Chrysler did what is has done for a year or so: Jump up and down, screaming “Porca Madonna! No, we aren’t Italians. We are Americans! Get it? Get it?” Nobody seems to be listening. The wrapped-in-the-flag Jeep ad turned into unexploded ordnance, a.k.a. a dud. 3% lift.
|Lincoln||MKZ||Steer the Script||156%|
The third quarter may have been powerless in stretches, but the ads gained a little strength. Lincoln’s curated tweets ad, panned by TTAC’s Panther Guard, generated more lift than the ashes-to-ashes Phoenix. But it failed to hit the ball out of the park – or is that the wrong game?
Kia had a new rendition of “dumb guy meets smart and sexy girl”: Dumb guy meets smart and sexy robot. Provided similar lift as the curated tweets, at a much smaller budget.
In the 4th quarter, Fiat-Chrysler was still screaming “Non siamo italiani! We are Americans! Really, here’s our Green Card.” Even a Paul Harvey could not convince the viewership: 7% lift, a dud.
Kia’s quest for “Where do the babies come from” provided decent lift, 206%. Sex sells, and a little child pornography can’t hurt either, as long as it stays within the limits of admissible bad taste.
And here, Ladies and Gentlemen, is the winner: Advertising and Mercedes go to hell, and give the CLA a moon-shot boost of 3,067 percent. Our Managing Editor Derek Kreindler had rightly told you that the budget CLA is the work of the devil. For that, he has his balls tonsils removed today, suits him right. It’s car wash ad, Mercedes did not have to run. Waste of money. It already is all over YouTube.
And there you have it. Again, ads that work well in theory and the boardroom put people to sleep. Old themes are always good for a revisit. And sometimes, one has to make a pact with the devil.
O.K. agencies. Back to your storyboards. I see a lot of pitches coming up.