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Posts Tagged ‘toyota super bowl’

Ram Panned: MLK Super Bowl Spot Sounds Sour Note

Toyota scores, however, with a tug on the heartstrings.

by on Feb.05, 2018

Getting muddied up: Ram's 60-second commercial was hit for its use of a Rev. King speech.

Trying to select the winners among the ad fest also known as Super Bowl is, at best, an inexact science, but one thing virtually every Monday morning commercial quarterback seems to agree on is the spectacular fail of the spot by Fiat Chrysler’s Ram division.

It’s not that the truck brand didn’t follow FCA’s formula proven out over much of the past decade, a longer-form spot pairing dramatic words and images aimed at building to a higher calling than crass commercialism. Since the Italian-American automaker’s first spot, featuring rapper Eminem twinning the themes of Detroit’s and Chrysler’s comeback, its ads have frequently been the Super Bowl’s most eagerly awaited and subsequently talked-about commercials.

Insight!

The Ram ad on Super Bowl LII is also generating a lot of buzz, but most of it is not what the truck brand’s marketing team aimed for. In both social and mainstream media , the decision to use a 50-year-old speech by the late Rev. Dr. Martin Luther King Jr. drew comments like “tasteless” and “cheesy,” one Facebook user suggesting it inadvertently “mock(ed) every FCA manifesto ad that came before it.”

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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 AutoTrader.com, which tracked how well automotive brands that advertised during the Super Bowl fared in terms of increased online searches.

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