The “Big Game” is as much of a sporting event and as it is a tactical delivery system for advertisements and, at roughly $5 million just to reserve a thirty second slot, the folks working in the media department want their commercials to have a strategic impact. Reaching your intended audience is only half the battle. You must also provoke them into action.
While there were plenty of Super Bowl 51 car commercials that got under people’s skin, those strong feelings often failed to morph into consumer interest. For example, Ford’s mobility-focused spot featuring Nina Simone’s classic civil rights song I Wish I Knew How It Would Feel to Be Free was all over social media when it aired right after kickoff. However, nobody sent me a surprised and excited text about Ford like they did for Alfa Romeo. (Read More…)
Have you ever wondered why the model year and actual calendar year of production vehicles rarely coincide? Do you ever notice American-made cars have a tendency to come out almost comically early? Have you ever wondered why?
The answer is as uniquely American as the question itself, revolving around agriculture, consumer culture, and television.
It was early 2014 when an Albertan car salesman drew my attention to a claim he noticed in commercials and promotional material from Fiat Chrysler Automobiles Canada. The Dodge Journey, they said, was Canada’s No. 1 selling crossover.
It wasn’t. But at the time, FCA was using some hilariously inappropriate segmentation from R.L. Polk Canada, Inc. to support the claim.
FCA Canada’s more recent Journey-related claim uses altered language to make a similar-sounding statement. FCA calls the Journey, “Canada’s favourite crossover.”
The Dodge Journey is not Canada’s favourite crossover. The Dodge Journey never was Canada’s favourite crossover. Based on current trend lines, the Dodge Journey does not stand a chance of soon becoming Canada’s favourite crossover. (Read More…)
“Another one bites the dust.” Queen, 1980.
“Another one drives the Duster.” Dacia, 2016.
As the elites gaze at yet another Dacia Duster drive by, they adopt the 36-year-old words of Queen. Sort of.
“Another one drives the Duster,” Dacia’s latest ad repeatedly says.
“Relax, you can drive one too,” the commercial ends. And if you live in one of Dacia’s mostly European markets, you surely can. The Dacia is priced from only £9,495 in the United Kingdom, less than half the price of Nissan UK’s Rogue twin, the X-Trail. (Read More…)
Nothing says “Buy a Ford!” like unhappy kids and a failed marriage, apparently.
Ford Motor Company is making waves in advertising circles — and confusing everyone else — after creating a car commercial in the form of a 16-minute short film that centers around the breakup, and sort-of reunification of an average Danish family.
Daewoo never had much of a presence in the United States, though I do see the occasional Nubira in the junkyard. That’s too bad, because Korean-market Daewoo ads of the 1970s and 1980s have some of the manliest/cheeziest voiceovers in car-advertising history. Let’s take a look at some examples of the genre. (Read More…)
Back in my college days, it seemed like every single Chrysler commercial featured a car that would morph from the old model into the new model.
Minivan morph. Neon morph. Intrepid morph. The technological transitions were quite well done, and I always enjoyed a commercial that reminded me of the movie “Terminator 2.”
But then I had a few ideas of my own…