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Super Bowl Auto Ads Send Buyers Online

The Seattle Seahawks weren’t the only ones enjoying a blow-out night.

by on Feb.03, 2014

Actor Ben Kingsley was one of the "British villains" who helped sell Jaguar to Super Bowl viewers.

While the blow-out game appeared to see many sports fan tuning out well before the lopsided match between the Seattle Seahawks and Denver Broncos wrapped up, automotive advertisers generally appear to be pleased with the results they got from their costly Super Bowl ad blitz.

Jaguar, Maserati, Chrysler and Chevrolet all hailed their spots as successful using a variety of metrics including “customer engagement,” though it remains to be seen if they will be able to translate those investments into actual sales.

We'll Bowl You Over!

And, ironically, it appears that much of the payoff may be the result of skillful use of social media rather than an appearance during the Broncos-Seahawks game itself.

“Based on search activity…the investment paid off,” contends website, which tracked how well automotive brands that advertised during the Super Bowl fared in terms of increased online searches.


Will Dylan Deliver Super Bowl Pitch for Chrysler?

Now merged with Fiat, U.S. makers apparently ready to declare the times, they are a’changin’.

by on Jan.30, 2014

“Well, the times they are a’changin’,” and nearly a half century after Bob Dylan made that the mantra of the counter-culture generation, Chrysler apparently sees that as the right message once again.

At least for Chrysler, which barely a week ago consummated its marriage with Italian automaker Fiat, this week delivering a four-fold increase in its profits while announcing that the newly united company would change its name to Fiat Chrysler Automobiles, shift its headquarters to the Netherlands and begin listing its shares on the New York Stock Exchange. So, it seems, Dylan just might be the right person to tell the world as the latest in a series of unexpected celebratory pitchmen Chrysler has tapped for its unique, extended-form Super Bowl spots.

Your Inside Source!

Or so says Billboard magazine which claims to have gotten the inside word on preparations for the top secret spot Chrysler’s marketing team has been putting together in recent weeks.  And it would be a significant coup considering the 2-minute commercial will reportedly feature not just the singer’s music but an appearance by the 72-year-old Bob Dylan himself.


Chrysler Doubles Up During Super Bowl

Maker turns to Oprah, Paul Harvey, for long-form messages.

by on Feb.04, 2013

An image from Chrysler's "Farmer" spot.

In a Super Bowl that was nearly halted by a blackout at the New Orleans Superdome, advertisers provided plenty of distraction for an estimated 111 million viewers. And a handful of marketers turned to long-form mini-dramas to stand out from the clutter.

Along with Dwayne “the Rock” Johnson’s pitch for milk and Budweiser’s tale of a baby Clydesdale, Chrysler delivered two long-form spots, doubling up after scoring some of the most memorable moments at the previous two Super Bowl.

In keeping with those earlier mini-epics, Chrysler maintained a low-key approach, its products almost secondary to the subjects at hand, the first spot saluting the American “heroes,” the men and women serving in the U.S. military, while the second 2-minute spot focused on the nation’s farmers.

Your Inside Source!

“For the past two years, we have used the largest television viewing audience to highlight the pride, the resilience and the determination that form an integral part of the American character,” said Sergio Marchionne, Chairman and CEO, Chrysler Group LLC. “Both the Jeep and Ram Truck brand’s campaign videos express Chrysler Group’s commitment to America and to helping build a better future for this great country.”


Marty’s Marketing Minutia – Super Ad Brawl Countdown

My Take on This Year’s Auto Commercials

by on Feb.01, 2013

Kia will introduce the Hotbots in its Forte ad. Will they become the maker's next "hamstars"?

We’re rapidly approaching that annual celebration of advertising excess known as the Super Bowl.  And this year’s event, XLVII is already creating headlines, as the debate over Volkswagen’s Jamaican-themed spot demonstrated this past week. Almost 40% of the ads that will air on CBS’s broadcast of the game-of-the-year are auto ads. But unlike past years, there’ll be far fewer surprises as leaks, sneaks and previews have become an important component of the actual broadcast.

The Last Word!

Eight car brands are running ads, the question is, “Who is going to have the best car commercial in the broadcast?”

After a review of all spots so far released, here are links to the ads, my picks and rationale for their ranking and when each will run in the game so you don’t miss ‘em.


Marty’s Marketing Minutia – Let the Game Begin

The Super Bowl Auto Ad Brawl Has Begun.

by on Jan.25, 2013

Mercedes offers a sexy sneak peek at the auto ad it plans for Super Bowl XLVII with Kate Upton.

The hype has begun. Super Bowl XLVII is still ten days away, but the mega-million-buck auto ad brawl is already underway as three of the eight deep pocket car advertisers pre-launch/pre-sell their new commercials to NFL fans!  The reason? Economics. And a numbers game.

At somewhere between $2.4 and $4.0 million per 30-second commercial this amounts to a helluva big expenditure for just one airing. But there’s an even bigger number, as over 115 million American viewers will watch the game February 3, some media mavens are predicting.

Until recently, advertising on the Super Bowl has been nothing more than putting up the game day spot and hoping, maybe, that it will trigger some Monday-morning quarterbacking around the water cooler — with polls and research adding some arguable, additional value. That was then.

Your Inside Source!

What’s become apparent is that a fairly large percentage of viewers are more interested in the commercials than the game itself. So, how to take advantage of that and extend the payback beyond just a game-day airing that is over in 30 seconds, whether a viewer was sitting in front of the TV or off grabbing something from the refrigerator?


Chrysler Hopes to 3-Peat With New Super Bowl Ad

Downplaying expectations after two touchdown passes.

by on Jan.17, 2013

Eminem rapped poetic during Chrysler's first Super Bowl breakthrough.

When it comes to the Super Bowl, it sometimes seems like the battle between advertisers can be as fierce as the fight on the field. But Chrysler has been a real standout the last two years, first with an unconventional, two-minute spot featuring rapper Eminem, then last year returning with Clint Eastwood.

With the game a matter of weeks away, Chrysler is hoping to three-peat with a commercial still being pulled together. But one thing is certain, with Super Bowl airtime more expensive than ever, the automaker will look to find ways to leverage its message by making use of social media opportunities.

Your Winning News Source!

Olivier Francois, Chrysler’s chief marketing officer and the man behind the company’s stand at the last two Super Bowls, said thenext Super Bowl ad is still in the works. It’s been shot but it hasn’t taken final form yet, he noted during an interview this week at the North American International Auto Show.


Chrysler Working Up Another Super Bowl Blockbuster Ad

But this time, the cars may be the stars.

by on Oct.08, 2012

Chrysler's global marketing chief went out on a limb - or more accurately, out in a blizzard - to get rapper Eminem for a much-watched Super Bowl ad.

Few advertisers have created such a stir during the Super Bowl as Chrysler, which knocked it out of the park in 2011 with an unusual, 2-minute commercial featuring rapper Eminem, then came back with the controversial Clint Eastwood commercial during the 2012 Super Bowl.

Might the maker try to score again with a spot during next year’s big game, typically one of the most widely viewed TV events in the world?

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“Yes, we are leaning towards being there,” said Chrysler’s global marketing czar Olivier Francois. In a conversation with, he admitted that the challenge is coming up with another breakout idea. “Clearly, topping what we have done so far – no mystery – is not going to be easy.”


Marty’s Marketing Minutia – Monday Marketing Quarterback

Boring bowl?

by on Feb.06, 2012

Matthew Broderick scored big for Honda by reprising his role as Ferris Bueller.

The Monday following the Super Bowl should be called Critics-day. The buzz, comments, criticism, complaints, statements — and some drivel – filling the web, the newspapers, the radio, networks news shows, blogs, Tweets, Facebookings, social outlets and other media is overwhelming.  Today, anyone and everyone is an ad critic.

The oft quoted sage of show biz, Samuel Goldwyn advised, “Don’t pay any attention to the critics – don’t even ignore them” a non sequitor that points to the importance of the viewer – consumers — in determining and evaluating the commercials on the game. Well, not quite. While the game’s ads were stunningly expensive, there must be someone in the corporate ranks who could – indeed, should — ask, “Was it effective?” Not just a ranking position or pop-poll from best to worst but something more stable and reliable than Jello.

Your Auto Source!

Enter Ace Metrix, an industry authority in measuring and understanding the impact of advertising creative. Through patent-pending Ace Score™ measurement technology, Ace Metrix collects and measures the consumer impact of every nationally breaking TV ad in near real-time. Ace Scores are considered by many big advertisers to be the leader in delivering actionable insight by measuring creative effectiveness from television commercials. There’s is not a popularity contest, not a summary of critical comment, but a numerical score based on consumer reactions.  This means there will often be a difference, a dissimilarity and divergence in who ranks where.


Clint Eastwood Makes Chrysler’s Day

Delivers striking Super Bowl “Halftime” message for automaker.

by on Feb.06, 2012

"It's halftime in America," declared actor Clint Eastwood in the latest Chrysler Super Bowl ad.

He didn’t sell beer, corn chips or soft drinks, and he certainly wasn’t aiming for laughs. But Clint Eastwood’s unusual appearance in a Chrysler corporate Super Bowl commercial has become one of the widely watched game’s most talked-about spots.

The turn by the well-respected star marked the second year in a row that Chrysler focused as much or more on a social issue as on its own products with a long and costly commercial dubbed, “It’s Halftime in America.”

Tackling the News!

In 2011, the resurgent automaker enlisted rapper Eminem to anchor a 2-minute commercial that focused specifically on Detroit, a city – and a domestic industry — long counted out by many Americans.  For Super Bowl XLVI, the highly cinematic and equally lengthy Chrysler spot opens with an actor sometimes known as “the man with no name” emerging from the shadows to address the troubled times the nation is now facing.


Marty’s Marketing Minutia – Detroit Auto Show Edition

For the auto world, prime time starts Sunday.

by on Jan.06, 2012

The hordes descend. There'll be thousands of media at the coming week's Detroit Auto Show. And they'll be collecting countless media kits.

But first our first annual MMM Media Kit Award

This is my homage to the annual deluge of Car-of-the-Year awards that will be raining down on us, notably including the widely-watched North American Car and Truck of the Year ceremony that will usher in the Detroit Auto Show on Monday morning.

In recent weeks, you’ve undoubtedly noticed a deluge of ads quoting one or the other of these awards and you can be certain the winners of the two NACTOY trophies will be backing up their victories with some hefty media dollars.

A Little Automotive Weirdness!

A favorite business question these days is, “what’s the take-away?” Auto journalists, scribes, bloggers, pundits, analysts, consultants and of course, the ubiquitous ranks of eBay purveyors at the annual Detroit auto industry bash and assorted launch events know the key take-away: It’s the media kit.