Now that the Seattle Seahawks’ Richard Sherman is done yelling at San Francisco 49er Michael Crabtree, the focus of sports fans everywhere will be squarely planted on Super Bowl XLVIII on Feb. 2, and Volkswagen appears to be ready.
The game is perhaps the world’s biggest stage for advertising with 30-second ad rates costing $4 million. This year, Mercedes-Benz, Kia, Jaguar, Hyundai, Volkswagen and General Motors are all said to have purchased time.
Much like the teams playing the event, companies work hard to make sure they’re bringing their A-game with their advertisements. The ads can be the stuff of legend: good and bad.
In recent years, Volkswagen’s ads have been among the most notable ranging from a young Darth Vader learning to use “The Force” to start his father’s Passat to everyone getting in and getting happy in the Beetle, the German maker’s ads are annually rank among the favorites.
This year, VW is attempting to make sure they keep that streak going with a new ad called “Algorithm” in which two “German scientists” discuss the algorithm they created to develop the most effective commercial.
The company released a teaser of the commercial to give everyone an idea of what’s coming. Basically, it leans heavily on humor, cliches and ridiculousness to sell the product.
It’s also created a new ad for its Audi luxury brand that uses a dog show as the setting. As two men talk about the show and they warn that a new beast is coming. Cue the roaring engine and screaming people, including the announcers, fleeing for their lives.
Automakers have long used the Super Bowl as a platform to either keep up with the Jones, if you will, or in some cases, the ads have made a significant impact on the company.
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Just go back a few years to Chrysler’s ads for the new 200 with rapper Eminem driving the streets of Detroit as his song thumped along underneath his speech about Detroit. The 2011 ad introduced the tagline “Imported from Detroit” to a national audience, essentially announcing Chrysler planned to be an impact player in the segment and the industry.
The maker followed up with another stunner featuring Clint Eastwood in 2012 trying to rally Americans.
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“This country can’t be knocked out with one punch; we get right back up again and when we do the world is going to hear the roar of our engines,” he extols in the ad.