Tag: Super Bowl

By on February 4, 2015


TTAC reader David Obelcz is back with his rundown of the latest crop of Super Bowl ads.

For some watchers of the Super Bowl the game being played is meaningless. For them the sport is not on the field and the debate is not that the Patriots are one of the most dominate teams in football history and Tom Brady is the greatest quarterback to play the game why Pete Carroll didn’t give the ball to Marshawn Lynch in a 2 and goal on the 1 yard line. It isn’t meaningless to them because their team didn’t make the big game either. For some, the Super Bowl is all about the advertisements that run.

For the 2015 Super Bowl there were fewer car advertisements than previous years and from a marketing stand point, mostly duds. Thirty-eight national ad campaigns debuted that were required to turn 60 minutes of sport into four hours of television, 7 from auto makers. In addition, General Motors, Ford and Mini showed previously released advertisement in the 30 minutes prior to kickoff.

Some of the Best and Brightest of this hallowed site have suggested that Detroit sells on emotion, and emotion doesn’t sell product. If that’s true than a lot of ad agencies got it wrong this year because not just auto makers, but most advertisers played on emotion. For some including Nissan, Nationwide, and Dove, there was more emotion than the look on Richard Sherman’s face when Malcom Butler picked off Russell Wilson.

On to the ads.

(Read More…)

By on February 3, 2014


It would take an immense amount of effort to prove that VW was not telling the truth in their latest Super Bowl commercial.

First you would have to pool registration data from dozens of different countries within the US, EU, Japan, China, Southeast Asia, Africa, and the Middle East.

That’s one tall order. To even make that remotely possible, you would have to get the data from the various states within those countries. Quite a few of them would likely have a hard time even coming up with data that is easily downloadable.

As for verification of mileage? Good luck with that! Even in the U.S. of A., not all states require emission and registration checks that verify the mileage.

So let’s remove probability altogether from VW’s Superbowl proclamation, and deal with the cold hard facts related to the wholesale side of this business.

(Read More…)

By on February 3, 2014


Sergio Marchionne and crew surprised everybody by using the Super Bowl to premiere a long form ad (below) for the new Maserati Ghibli. One might question the wisdom of using the “big game” to promote a niche brand, but Sergio says he wants to sell 50,000 Maseratis a year and the Ghibli, which starts at ~$65,000, is a big part of that plan, so putting the entry level Maser in front of the biggest tv audience of the year makes some sense. The thing is that the ad is one of those that’s heavy on the stirring dramatic and philosophical voiceover and not quite so product intensive. You don’t get to see the actual car until more than a minute into the 90 second spot and then it flashes on screen for less than 10 seconds. The Ghibli site and configurator apparently crashed earlier under Super Bowl levels of traffic, but as of the middle of the third quarter of the game, it’s up and running. In case it crashes again, and you’d like to see what the Ghibli looks like, you’re in luck. (Read More…)

By on January 24, 2013

Our Managing Editor is losing sleep over the imminent collapse of the BMW and Mercedes-Benz brand images due to their upcoming sub-$30,000 models. When you are finished with your 27th viewing of Benz’s sneak peek at their Super Bowl ad above, let’s discuss.  (Read More…)

By on May 21, 2012

Advertising Age, the industry rag read by Mad Men worldwide, found a simple reason for GM first unfriending Facebook, followed by a much bigger whopper, a “No thanks” to Super Bowl advertising. Ad Age says the decision is driven by the simple need to save money. (Read More…)

By on February 7, 2012

So what about Chrysler’s halftime ad? You know, the one with a Clint Eastwood who looked like he would die on the set? It did not show up in any of the Edmunds.com rankings. It is neither on the “that ad’s the bomb!” list. Nor is it on the list of ads that bombed. Maybe because Edmunds could not find the car. Car? What car? The ad tried really hard to repeat the “Imported from Detroit” success. Instead, the ad created a lot of controversy. Controversy? The [forbidden word] hit the fan! It might cost Obama the election! (Read More…)

By on February 7, 2012

Nah, not those dogs. We are not referring to the cute canines that populated many commercials aired during the Super Bowl last Sunday. We are referring to the dogs that didn’t hunt, we are talking bad ads, bad, bad, bad, baaaaad ones. The worst. Ads imported from Yucksville. Those we make you watch again today. (Read More…)

By on February 6, 2012

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. (Read More…)

By on January 27, 2012

For a brand that seemingly doesn’t have two nickels to rub together, a Super Bowl ad spot is quite an expenditure. Suzuki, makers of…umm…the GSX-R motorcycle, and some other assorted wares, will be broadcasting an ad during the Super Bowl. Apparently, the products have four wheels, not two. Who knew?

(Read More…)

By on January 5, 2012

Rather than running commercials during the Super Bowl, General Motors is looking to try something more subversive – product placement within other brand’s TV spots during the big game.

Automotive News reports that GM marketing man Joel Ewanick was investigating the possibility of paying other advertisers to insert GM vehicles into their ads. But various contractual elements related to Super Bowl advertising may kill the idea in its nascent stages.

(Read More…)

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