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Super Bowl 2013: The Ads

 

It's that time of year again. The night in which football and advertising collide. According to Bloomberg Businessweek, "Rates for Super Bowl spots have climbed about 60 percent over the past decade, showing how much marketers value the chance to reach the largest TV audience. Last year’s game had 78 commercials and produced ad sales of $262.5 million..."  

Brands turned to television (and the internet) for football's biggest night,  and spent as much as $140,000 dolars per second for air time - a sum that can only be justified by the number of viewers and online buzz that generates only with an event such as this. Newcomers Oreo and Pistachios shared the spotlight with recurring participants such as Volkswagen and Go Daddy, who spurred up negative remarks due to what some considered as offensive spots.

From fans' submissions for the Doritos and Lincoln ads, to big productions with Kaley Cuoco and Stevie Wonder, this year was all about the pre-game strategy. "Social media has ushered in a new reality for marketers looking to play in the big game, and it’s allowing brands to create deeper narratives, engage fans earlier on and create greater buzz by releasing teasers and assets online before the event.", writes Rae Annfera for Co.Create.

Proving a universal rule: It still pays to pay. 

Ram Trucks - "Farmer"


Taco Bell - "Viva Young"


Audi - "Prom"


Samsung - "El Plato Supreme"


 

Oreo - "Whisper Fight"


Best Buy - "Infinite Answers"


 Budweiser - "Brotherhood"


Milk Mustache - "Got Milk?"


Lincoln - "#SteerTheScript"


Beck's - Sapphire


Go Daddy - "Perfect Match"


Mercedes-Benz - "Soul"


Volkswagen - "Get in. Get happy."


Toyota - "Wish Granted"


Coca-Cola - "Chase"


Doritos - "Goat 4 Sale"


 Pepsi NEXT - "Party"


Pistachios - "Gangnam Style"


 

Ad Watch: Audi, Hallmark and Sony PS3

 

Audi

Title: "Robot"

DDB Barcelona's latest spot for the Audi A4 hits the bullseye with an approach that carries a fantastic message and a character that generates an emotional bond. The execution triggers immediate admiration, respect and aspiration for the brand. It allows the car to shine on its own instead of resorting to face-to-face comparisons as we’ve been seeing.

Subtle seduction resulting in utter brilliance.


Hallmark

Title: "Mornings"

The new Hallmark spot is the living embodiment of the company's new positioning focusing on life and its special occasions. Not only is the brand embracing new formats and expanding its product line,  it's also shifting towards a strategy that embraces those "little moments", instead of just big milestones. The new campaign gives Hallmark an excellent chance to be present in countless moments during a year, providing new selling opportunities and more presence in the life of someone.


Sony PS3

Title: "Kids"

Few words are needed to grasp the message and understand the power, emotion and realism of the PS3. Simple, yet very effective.

Sometimes less is definitely more.


 

Audi’s “subtle” attack on Mercedes-Benz

Talk about great sportsmanship. Or not. But as Michael Corleone says, "It's not personal, it's business." And well, isn't that what this profession is all about?

Audi's new U.S. TV spot is literally trying to put Mercedes-Benz to sleep. The "Goodnight" ad airing during the NFL season is a prequel to a spot that will be launched during this year's Super Bowl. The four-lettered brand performs a full-frontal attack on the S-Class by repeating the word "Goodnight", followed by adjectives such as gluttony and old luxury, among other things. This parody of a children's story called "Goodnight Moon" presents the Audi A8 as the new embodiment of new luxury, innovation and 'unequaled inspiration'...


Chief Marketing Officer at Audi of America, Scott Keogh, recently stated in a press release:

"Today's luxury consumer exists in a world where status is no longer solely defined by tradition, but increasingly by their entrepreneurial accomplishments. As a result, they are seeking out new and more evolved luxury symbols that make them stand out from the crowd."

Audi's desire to move forward is perfectly valid, I mean, where would we be if our spirit of improvement ceased to exist? The ad is definitely one that has sparked many comments, both positive and negative. In my opinion, it feels a little bit too agressive. In many ways and cultures, subtlety is synonymous with elegance. How does an ad so agressive pretend to sell elegance?  Being so "full-frontal" with someone that has been a pioneer and market leader can make you sound pretentious without the grounds to back you up. Especially when you are a bit younger than the other contenders in that field.

Now, could this ad establish the A8 as an epitome of luxury? Perhaps. I'd give it some time to prove it. But as a substitute of the S-Class? I'm not so sure. At least not anytime soon. We have yet to see which other actions besides advertising will be performed in order to potentially become the new leading figure in this segment. Let's see if the next ad programmed to air during the Super Bowl shines a little more light as to the reasons why and how Audi will make "luxury progress." So far, I'm not buying it. Not when it looks like a larger version of the A4/A6. But I've got to give it to them, that took guts...

Ahh, German cars... who would we be without them?