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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.


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?


First Look: Mercedes-Benz SLS Roadster

Germans give unexpected sneak peek.

by on Feb.09, 2011

Look closely and you'll see several new Mercedes models, including the SLS Roadster and C-Class Coupe.

Sometimes you have to take a closer look at some of the ads automakers roll out.  Over the years, we’ve seen a number of future products put in cameo appearances behind other, more immediately apparent models – as we belatedly realized with the Super Bowl ad for Mercedes-Benz.

Okay, most folks were focused on the classic cars seeming to come to life or, perhaps, P Diddy.  But the rapper wasn’t the real star.  In the background, for those who bothered to look, was the first production version of the new Mercedes SLS Roadster, the latest incarnation of the German marque’s supercar flagship.

Set to come in north of the roughly $250,000 SLS coupe, the Roadster will share the same 6.2-liter V8, with its twin-clutch gearbox, and most of the other mechanicals.

But, obviously, the convertible will have to forego the signature detail of the SLS Coupe.  Gone are the distinctive gullwing doors, long a Mercedes trademark.  In their place, a pair of conventional portals.

The Mercedes SLS Roadster will opt for a relatively traditional canvas top, also foregoing a foldaway metal roof that would have complicated the vehicle’s design – and added a significant amount of weight.

The Mercedes supercar will get another variant, shortly, in the form of the SLS AMG E-Cell, the battery-powered super-coupe that the German maker revealed, in production form, at the Detroit Auto Show, last month.  Daimler AG CEO Dieter Zetsche told that production of that model will be extremely limited, perhaps a hundred or so, at most.

Look for the SLS Coupe to make its debut at the Frankfurt Motor Show, later this year.  However, if you go back and check once again, you may see yet another cameo appearance in the Mercedes Super Bowl commercial: the next-generation C-Class Coupe, which will officially debut at the Geneva Motor Show, next month.