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Posts Tagged ‘super bowl auto’

Marty’s Marketing Minutia – Super Bowl Redux

Super Bowl auto ads not super with panels.

by on Feb.08, 2011

VW's Darth Vader spot - one of the few automotive ads to resonate with viewers during the Super Bowl.

It doesn’t matter which reviewer, panel or research group has measured, evaluated or analyzed the 60 commercials in Super Bowl XLV, with rare exception, the game’s automotive ads did not resonate with consumers.

(Or did they? Click Here to check this take on Chrysler’s spot with rapper Eminem that has everyone talking – and linking to YouTube.)

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In the USA Today ranking, the go-to-list for many, the only auto ad in the Top 10 was the Volkswagen’s “The Force” (Darth Vader) ad at #3 was the most effective automotive ad (10% more effective than the average Super Bowl ad) in a Super Bowl dominated by auto manufacturers based on data supplied to me by Ace Metrix.

“The Super Bowl became the Auto Bowl this year with 19 automotive ads versus 8 a year ago,” said Peter Daboll, CEO of Ace Metrix and author of “How to Make a Winning Super Bowl Ad.” “VW’s ‘The Force’ was a hit across all demographic groups, harnessing the right mix of likeability, watchability and cute.”