Super Bowl Auto Ad Pileup

The Super Bowl of advertising is almost here.
And there’s a slew of carmakers advertising in the big game’s broadcast Feb. 6 on Fox.
Far and away the best of the bunch is Kia, which is launching the newest Optima with this over-the-top :60 from DavidandGoliath in El Segundo, California

Epic, indeed. This commercial is so arresting and unusual for the auto category. We predict Kia will get a ton of buzz and online traffic from this.
Glad to see Mercedes-Benz again using Janis Joplin’s famous song in its minute-long Super Bowl commercial in the fourth quarter. This is a very hard working commercial from Merkley & Partners, New York, since it covers heritage, safety, the 125th anniversary PLUS the global unveiling of four new models. Sean Combs provides comic relief.

VW has two commercials in the game- one for the new Passat; the other for the upcoming Beetle.
The Passat spot is cute

Sorry, but this one for the Beetle gives me the creeps.

VW called this commercial a bold move (wasn’t that Ford’s slogan a few years back?) since only the profile of the upcoming Beetle is shown. But let’s face it, the ultimate car commercial that DIDN’T SHOW the vehicle was Jeep’s “Snow Covered” from 1994 via Bozell Detroit

Chevrolet has five commercials. None of them are bombs, but this one for the Cruze has the potential to upset some folks, including the AARP

Goodby, Silverstein & Partners in San Francisco handles Chevy. This one, for the Camaro, has a surprising twist

“Never mess with a Chevy, dude” is an understatement.

Then there’s this quirky one for the Silverado, which falls flat

Hyundai, which is launching the new Elantra, has this visually-cool spot called “Deprogramming” in the third quarter. And who doesn’t love the Dude narrating?

Hyundai’s ad agency, Innocean Worldwide Americas in Huntington Beach, California, also created this one for the 2011 Elantra called “Hypnotize.”

It sort of reminds me of one that Arnold did for the VW Jetta years ago called “Synchronicity.”

Audi of America put out a couple of teaser videos on YouTube to set the stage for its minute-long commercial in the first quarter. Sax player Kenny G will play his horn to help supress a riot in Luxury Prison.

Audi also posted this tongue-in-cheek “Startled Smart” video as a teaser. Audi follows its on-going theme of being the emblem of new luxury, while poking fun at old luxury

Suzuki made a spot buy to advertise in 14 markets during the Super Bowl- it’s first appearance. The automaker is recycling this fun commercial called “Wicked Weather” from Siltanen & Partners Advertising, El Segundo, California, for the 2011 Kizashi sport sedan.

We’ll have to wait for game day to see BMW’s and Chrysler Group’s. Oh- they decided to keep their commercials a big secret. It’s advertising, guys! Not espionage.

MAKING TRACKS: Kim (Kosak) Brink is out at GM, where she started right out of college in 1989 as a market research analyst at Chevy. Her last day as executive director of Cadillac advertising was Jan. 28th. Apparently she didn’t fit in with the new marketing regime. Hey, Kim, you had a great run and were part of the heady days of the Cadillac mafia earlier this decade.

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One response to “Super Bowl Auto Ad Pileup

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