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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.

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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?

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Marty’s Marketing Minutia – Oscars Edition

Hyundai says, "Hooray for Hollywood."

by on Feb.24, 2012

Hyundai calls it the “Big Voices in Big Places” philosophy; I’m calling it Media Chutzpah, Incorporated.  Not long ago, the Korean carmaker was largely ignored by most Americans, with barely a one percent share of the U.S. market.  But now, with its sales soaring – demand limited only by production capacity – Hyundai wants to make sure it’s noticed, and that means it is going for the gold.

Quite literally, with a huge advertising presence during last month’s Super Bowl, where it was seen by 111 million viewers; during the Grammy’s, which generated strong viewership in the wake of Whitney Houston’s untimely passing; and now completing the trifecta as the exclusive carvertiser during that perennial favorite, the Oscars.

Your Inside Source!

There’s an advertising audacity in capturing multi-multi-millions of eyeballs with such wide audience demographics in appointment television viewing. But unlike the Super Bowl the commercials take second place to the red carpet arrivals, the glitterati, super stars, presenters and Billy Crystal, the popular emcee making his return after a long absence.

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Marty’s Marketing Minutia – Super Bowl Special

Hype, honor, hope, humor, hypocrisy, hierarchy and ho hum

by on Feb.05, 2010

The clock is ticking down. This Sunday, February 7, at 6:00 PM, between 95 and 100 million people are predicted to turn to CBS to watch, nosh, wager, cheer, jeer, drink and honor America’s favorite sporting event: the annual extravaganza of Super Bowl 44 or as the NFL demands, Super Bowl XLIV.  Roman numerals are much classier, right?

But 51% of the viewers, according to new study from the Nielsen Results, (based on a sample of 25,000 households in the company’s Homescan panel), said they enjoy the commercials that run during the game more than the game itself.

Thus Sunday is more than just a football game between the Indianapolis Colts and the New Orleans Saints. It is the new American institution known as the Cockamamie Commercials Competition or the Stupor Bowl of Advertising. Take your choice.

Some 36 different advertisers are joining the fray this year, but to us it’s all about the car commercials! This year five automotive advertisers are in one helluva money-spending battle not just to entertain us, but to achieve a lofty marketing goal. Well, at least some are.

Taking the digital in-game field will be Audi, Chrysler, Honda, Hyundai and Kia who will be spending millions despite the overall dismal results of 2009. There’s a non-discount rate of $3,000,000 for each :30-second commercial in XLIV.  The buy is scattered. Some brands have bought pre-game, half time, post game and promo positions at a lower, but still significant, rate. CBS isn’t cheap. The audience is huge.

Until recently advertisers kept their new commercials secret until the game itself.  I recall hiring a special company to videotape the entire game, and then edit it down to just the commercials, for Monday after during the game meeting with my former agency’s creative staff.  And it wasn’t cheap.  But the web, You Tube and technology has changed all that – only Chrysler has kept its commercial secret.

Here’s the line on who is doing what and whom should win the best automotive commercial(s) award as well as the odd, interesting and strange trivia and stats that have become part of the annual Sunday bash.

Hyundai is the odds on favorite

The not-so-little company that could and did shake up the automobile industry has scored big, not only with the award-winning Genesis sedan, and it unique assurance program, but by backing its superb spots with the voiceovers of Academy Award nominee Jeff Bridges.

The question is: does quantity equate with quality?

In a phone interview with Joel Ewanick, Hyundai’s vice president of marketing, I learned the “watch out, here we come brand” is going to have eight, yes eight Super Bowl commercials. “Why the heavy lifting?” I asked.  Ewanick responded, “We are focusing this year’s Super Bowl campaign on the all-new 2011 Sonata, the most significant new model introduction in our history.”

In last years XLIII, Hyundai ran just two spots, so this year’s buy equals that of some really big advertisers in the fast food and beer categories.

I could provide a detailed description of each commercial, which seems rather stupid when you can watch them by clicking but I will provide a little info. Here’s the starting line-up for Hyundai’s strong campaign.

Here’s the pregame show  line-up:

In-game commercials   (more…)