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Automakers Spending Big Money to Maximize Exposure with Super Bowl Ads

Even at $4.5 million for 30-second spot, most makers deem time worth the money.

by on Dec.12, 2014

Despite the strong response to its Little Darth Vader ads, VW plans to sit out Super Bowl XLIX.

The National Football League season is rushing towards its climax and soon the airwaves will be filled with NFL playoff games packed with advertising for new car and truck advertising culminating with the Super Bowl on Feb. 1, which is very likely to attract record amount of automotive advertising.

Flush with cash from strong sales during 2014 and a promising outlook for 2015, carmakers appear ready to spend heavily on the new advertising for the big game. And spend heavily they will, a 30-second spot is $4.5 million, which is up from $4 million during last year’s game.

Informed!

There will be some notable absences, however. Volkswagen, which scored a big success with its Little Darth Vader spot several years ago, is sitting on the sidelines this year. And Jaguar and Lincoln apparently won’t be there, either. But they will be exceptions, rather than the rule.

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VW Sticking with Jamaican Ad, Mon

Maker claims critics “over-think” issue.

by on Jan.31, 2013

Don't worry, be happy. A scene from the VW ad.

Volkswagen says there will be “no change” in its plan to air a controversial Super Bowl in which everyone in an office starts speaking in a Jamaican accent.

The ad came under fire when the German maker released a sneak preview earlier this week, critics calling it racist. But the spot, which is performed to the tune, “C’mon, Get Happy,” by Jamaican singer Jimmy Cliff, has also generated a wide range of support.

News You Can Share!

“My problem with it is there’s no link to Volkswagen. It’s a German car,” said Barbara Lippert, an editor-at-large for mediapost.com during an appearance on the Today Show in which she discussed Super Bowl advertising. Saying she was “shocked” by the VW spot, Lippert added that, “It’s just saying that black people are happy.”

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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 – Huddle Edition

Automakers sacked in NFL playoffs.

by on Jan.23, 2012

Audi hopes to make some big inroads with its presence on the Super Bowl.

This past weekend’s games settled who gets to play on February 5 in Super Bowl XLVI but also served as a preview of the carvertising that we’ll see when the New England Patriots and NY Giants square off on the gridiron next month.

Few businesses spend more money on those :30 second spots than carmakers like Chrysler, GM Audi and – for the first time this year, Toyota, which hopes to use the Super Bowl to help kick off its comeback after several years of fumbles.

Chrysler and Volkswagen certainly scored touchdowns last year, but if the latest numbers are any indication, automakers aren’t exactly winning the game with their latest spots. Based on the Ace Scores during the prior week play-off games, the Super Bowl could turn into the Stupor Bowl© for car ads.

Your News Source!

Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV viewing audience.  The results are presented on a scale of 0-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc.

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Marty’s Marketing Minutia: Carvertising Heats Up

The Case of the Missing Fiat Ad.

by on Jan.20, 2012

Coulda sworn we saw it...Fiat's Golden Globe ad came and went.

Fiat’s Vanishing Act

For those not celebrity obsessed, the NBC network broadcast of the Golden Globes award show this past Sunday went largely unnoticed. But it was the darling of the twittering masses.  According to published report the TPS – that’s Twitters Per Second — averaged 6,162 Tweets per second. Per second. Amazing. On the standard media value scale there were 16.8 million viewers of the award show for a 5.0 audience rating, which was down 0.2 million from last year’s epic broadcast. All to view Ricky Gervais’ regurgitation of semi-skewering comments aimed at the A-list attendees in tuxes and gowns — and the home viewers.

Your Inside Source!

While that was pretty much what one might have expected of the Golden Globes –second only to the Oscars in terms of Hollywood’s seasonal self-congratulations – the show did deliver one big surprise: a new Fiat 500 commercial.

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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.

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