This year a 30-second ad spot during the instant-classic Super Bowl XLVI cost $3.5 million, but more importantly reached the most eyes of any television broadcast of the year. Carwoo.com conducted a study on impact to consumer interest in all the brands advertising during the Big Game.
Chevrolet did the best job of turning its ads into consumer interest, with the 2012 Chevrolet Sonic seeing the largest boost of all. GM’s core brand also spent the most on advertising, and its Chevy Volt ad failed to raise interest.
During a Super Bowl game with 1/3 of its ad space ($3.5 million for each 30-second slot) devoted to auto industry commercials, there were winners and losers. According to Twitter buzz tracking data from Brand Bowl 2012, Chrysler’s Clint Eastwood “It’s Halftime in America” ad generated the biggest positive buzz among auto companies. Around 34,000 people tweeted positive sentiments about Chrysler during the game.
Honda’s 2012 CR-V ad featuring Matthew Broderick reprising his role as Ferris Bueller also resonated well with viewers. Honda hit a home run here because those who most-fondly remember that cult classic film are just reaching typical CR-V buying age. Other ads scoring the highest in the auto sector were Acura’s NSX ad featuring Jerry Seinfeld, and Fiat’s sexy 500 Abarth spot with supermodel Catrinel Menghia.
The Super Bowl game this year had car companies racing to outdo each other to see who could be the funniest, or just plain weirdest. Not Chrysler, who enlisted the help of Clint Eastwood for the brilliantly executed extension of its “Imported From Detroit” campaign. Chrysler brings us a genuine, somber and confidence-inspiring commercial that hits close to home.
The American auto industry is recovering, growing and putting people back to work, and Chrysler’s spot manages to capture that spirit by simply telling the truth about what’s facing this great nation today. Amid all the flash, this was the most memorable Super Bowl commercial of all.
But many conservatives believe that the commercial was politically driven, that it was a way for Chrysler to give the Obama Administration a push for the reelection bid later this year. Some might say that the commercial should be taken for what for what it is: a salute to the American spirit, pride and job growth. The fact is, the auto bailout saved 1,000,000+ jobs. It was not a popular decision at the time, either.
Since then, the American auto industry has thrived, with GM, Chrysler and Ford (who did not receive bailout money) posting double-digit gains and products that can actually compete with their foreign adversaries. That fact cannot be disputed.
What do you think? Vote below and let us hear your point of view.
Script, narrated by Clint Eastwood:
It’s halftime. Both teams are in their locker room discussing what they can do to win this game in the second half.
It’s halftime in America, too. People are out of work and they’re hurting. And they’re all wondering what they’re going to do to make a comeback. And we’re all scared, because this isn’t a game.
The people of Detroit know a little something about this. They almost lost everything. But we all pulled together, now Motor City is fighting again.
I’ve seen a lot of tough eras, a lot of downturns in my life. And, times when we didn’t understand each other. It seems like we’ve lost our heart at times. When the fog of division, discord, and blame made it hard to see what lies ahead.
But after those trials, we all rallied around what was right, and acted as one. Because that’s what we do. We find a way through tough times, and if we can’t find a way, then we’ll make one.
All that matters now is what’s ahead. How do we come from behind? How do we come together? And, how do we win?
Detroit’s showing us it can be done. And, what’s true about them is true about all of us.
This country can’t be knocked out with one punch. We get right back up again and when we do the world is going to hear the roar of our engines.
Yeah, it’s halftime America. And, our second half is about to begin.
This year’s Super Bowl had what everyone wanted: two closely-matched teams, two big markets ,two Pro-Bowl caliber quarterbacks and a down-to-the-wire finish. If you’re like many Americans, though, you tuned in for the big-budget commercials. This year’s Big Game brought all types of ads, from the humorous to the somber, with celebrity cameos from Jerry Seinfeld to Matthew Broderick and Clint Eastwood. Some (VW’s lovable weight-losing dog) succeeded, while others (Kia’s Mr. Sandman/Motley Crue mashup) were just plain over-the-top.
One common theme stood out: nearly all automakers were going for that viral hit, using comedy and just plain obscurity to appeal to the compulsive YouTube user in all of us. Here’s all the Super Bowl ads for your viewing pleasure. Which ones are your favorites? Tell us in the comments section below.
Volkswagen returns to the Super Bowl this weekend after handily claiming the title for last year’s best commercial, its new 2012 VW Beetle ad entitled “The Dog Strikes Back.” Check out the extended cut here in its entirety for a heartwarming look at the life of one dog who has become just too fat to chase cars.
After seeing a flashy red Beetle driving by but stopped by a too-small doggie door, our hero goes through a “Rocky”-style training montage to shed some of those extra pooch pounds. How does VW reprise the Star Wars theme that resonated so well last year with viewers? You’ll have to watch and find out. This ad has already gone viral, earning 1.25 million views on YouTube in 3 days and even spawning a tribute video. VW looks like they have another hit on their hands.
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