Tag Archives: Honda

The Best Global Auto Ads

Drum roll, please.

The One Club today revealed the best international auto advertising  during the press days of the North American International Auto Show in Detroit.

The non-profit group, dedicated to recognizing advertising creativity, honored winners of the Automotive Advertising of the Year Awards.

BEST PRINT-OUTDOOR

Fiat and its Brazilian shop Leo Burnett Tailor in Sao Paulo topped the print-outdoor category. Their winning campaign, dubbed “Letters,” carried the safety message, warning of the dangers of texting while driving. The stark ads showed letters of the alphabet and used the negative space around the letters for people or things a driver might not see while texting and driving.

FiatOneShowWinnerThe One Club received 550 entries for all categories, which were rated in two rounds on a scale of 1-to-10 by a panel of 50 creative directors and journalists, including myself. Judges were to consider the originality of the ads, whether the work moves the brand forward and whether it creates high brand recall. The One Club said near the end of the second and final round of judging that the scores of the 56 semi-finalists were “very close.”

BEST ONLINE VIDEO

Honda Motor Co. Ltd. in Japan bested the online video category with its 1:29 short film from Dentsu in Tokyo called “Sound of Honda/Ayrton Senna 1989.” The video honors Senna, the late, legendary F1 race car driver and his fastest lap in 1989, when he set the world record qualifying for the Japanese Grand Prix on the Suzuka circuit. Thanks to Honda in-vehicle technology, first introduced in the ’80s and used in Senna’s famous lap, the automaker was able to recreate that famous lap using engine sounds and LED lights at the Suzuki Circuit.

It may seem a big geeky, but it’s very cool.

Honda said it got more than 2 million views from Brazil, the US, Japan and the rest of world in just 2 months. Senna, a Brazilian, died 19 years ago after a crash during the San Marino Grand Prix. He drove a Honda-powered car for the Marlboro McLaren team in all 3 of his World Champion titles.

Last month, this video won the Grand Prize for the Entertainment Division of the 17th Japan Media Arts Festival.

BEST EXPERIENTIAL

BMW North America tied with Toyota Motor Sales USA’s Toyota Division in this category.

BMW wanted to build awareness for its upcoming, futuristic new i electric sub brand. BMWoneshowWinner2

Working with its agency, kbs+ in Manhattan, BMW created a digital storefront “Window Into the Near Future” at street level in New York City. As cars passed in the window’s reflection, they were turned into BMW’s i3 and plug-in hybrid BMW i8 concept vehicles.

Toyota wanted to show bust the misperception that its Tundra pickup wasn’t as tough as its rivals from Detroit. Toyota and its ad agency, Saatchi & Saatchi in Los Angeles, partnered in a unique opportunity – using the Tundra to tow the 300,000-pound Space Shuttle Endeavour to its new home at the California Science Center in Los Angeles.

Toyota got the word out with online videos and TV ads, which generated tons of news media coverage and social media buzz. Thousands of people lined the streets of Los Angeles to watch the pickup tow the shuttle a quarter-mile to the Science Center.

The Tundra Endeavour Campaign generated 131 million Twitter impressions, a billion unpaid media impressions and Tundra sales jumped by 31%. A Twitter drive raised more than $400,000 for the Science Center.

BEST INTERACTIVE

Hyundai Motor America found a way to spread the word about 2 new Elantra models, the Coupe and the GT. Hyundai’s ad agency, Innocean USA in Huntington Beach, California, created the “Driveway Decision Maker.”

Consumers could choose an Elantra to take on a virtual test drive through a colorful digital world and land in their own driveway. Using  Google Street View, people could also see the Elantra in front of any location in the world, including the Eiffel Tower in Paris.

Hyundai said the effort helped lift Elantra to the brand’s best-selling model.

BEST TELEVISION

Honda and Wieden+Kennedy in London hit another one out of the park in Europe with a clever corporate ad that showed off the company’s innovation and products.

The “Hands” film, aimed at the UK,  is simply a delight to watch and was one I highly praised here in AutoAdOpolis last September.

The film went viral and has already tallied more than 10-million views on You Tube.

People’s Choice

Nearly 20,000 visitors to The One Club’s site tapped Honda Motor Europe’s “Illusions” TV spot as Public Choice winner. Created by McGarryBowen in London, the ad for the launch of Honda’s CR-V 1.6 Diesel showed a montage of optical illusions to position the SUV as a big car experience with smaller car costs.

Bravo to all the winners!

Last year was the first year The One Club honored top car advertising during the press days of the North American International Auto Show in Detroit. In 2012, the group presented awards to the top 10 ads from the prior 25 years.
MAKING TRACKS: Congrats to Paul Edwards,  promoted at General Motors to VP of Chevrolet marketing in the US. Edwards, 44, had been executive director of GM’s global marketing since 2010. He joined GM in 1992 and succeeds Chris Perry, who resigned.
MAKING TRACKS II: Mike Jackson, has been named to the new role of president of Phelps, an independent, integrated marketing firm in Los Angeles. Among the stints during Jackson’s 30-year career in the ad business, was VP-marketing and advertising for GM in North America.
Follow me, Jean Halliday, on LinkedIn and Facebook
And on Twitter @jhal2001

W+K “Hands” Honda a Hit

Honda hit another one out of the park in Europe with a clever corporate ad from Wieden + Kennedy, London.

The spot, dubbed “Hands,” shows off the company’s range of products under its corporate ad tag “The Power of Dreams.”

It runs nearly 2 minutes. The work is so captivating, it sucks the viewer in and the time flies. That’s no easy task in today’s mile-a-minute culture of media bombardment.

Simplicity is the key here. The only narration is at the start: “Let’s see what curiosity can do.”

If you haven’t seen it…you MUST check it out to see what GREAT auto advertising looks like.

In the 11 weeks since Honda posted it on YouTube, it’s tallied nearly 7.3-million views.

That’s a hit in my book. I predict this spot is going to be as hot as “Cog,” that famous, similarly-long spot Wieden + Kennedy, London, did back in 2003 for Honda’s the Accord in Europe.

Wieden, founded in Portland, is one of the largest independent ad agencies left in this world. The agency has also created lots of memorable work for Chrysler Group.

Kudos to the crew at W+K in London!

MAKING TRACKS: John Felice, who was general manager of Ford Lincoln Sales since fall 2011, moves up the ladder in October to VP-marketing, sales and service in the US. FordJohnFelice

Felice, will  succeed his boss, Ken  Czubay, who is retiring. Felice joined Ford in spring 1984. His stints at Ford include truck product marketing manager at the Ford Division in the US and Exec Director, marketing, sales and service for Ford Asia-Pacific & Africa.

SOMETHING COMPLETELY DIFFERENT: AutoAdOpolis doesn’t normally stump for causes. But a non-profit is trying to save Ford’s historic Highland Park plant, the birthplace of industrial mass production and the $5-a-day wage that fueled America’s middle class. It’s sad that other parts of the world cherish their iconic places and here in America we simply let them deteriorate – or tear them down.
The Woodward Avenue Action Association is in the midst of a fundraiser to buy property to set up a visitors center for tours of the old Model T plant.
fORDHighlandplantPeople wanting to help should visit
Donations can be just $5. The group is also looking for corporate sponsors. For more info, go to  www.woordwardavenue.org
Automotive Heritage Welcome Center

Follow me, Jean Halliday, on LinkedIn and Facebook…and

on Twitter @jhal2001

 

 

 

Auto Brands Tease the Big Game

It’s more than a week before the Super Bowl and the carmakers advertising in the Super Bowl are rolling out their teasers and actual commercials. Smartly, the brands are upping their exposure  in social media.

Volkswagen of America just released this 1:30 gem teaser it calls “Get Happy,” starring Jamaican regaee legend Jimmy Cliff

 

Love the crying “cat lady” and the whole spot just makes you smile. VW is very smart to push its own web site, vw.com, where it is offering downloads of this exclusive track and directing viewers to #GetHappy. Kudos to Deutsch Los Angeles.

Of course the teaser isn’t necessarily what VW will air in the game on Sunday, Feb. 3. VW fooled us all last year with a whacky teaser of dogs barking the “Star Wars” theme, then in the game ran a Beetle spot of a dog getting in shape so it could chase the car. I do know VW will air a brand spot in the Big Game.

Here it is

I think I prefer the teaser.

“You can be a little bit crazier with the teasers,” CMO and chief product officer Tim Mahoney, told me. And since he’s arrived at VW in spring 2011 he said he and his team has learned that “you can stretch the conversation” about your brand when you release your Super Bowl teaser earlier rather than later. In 2011, VW got several million views for “The Force” Super Bowl spot on YouTube less than a week before the Big Game.

The VW brand has advertised in the Super Bowl since 2010, when it returned after a 9-year hiatus.

Mercedes-Benz is getting a lot of attention for its pre-Super Bowl video for the all-new CLA starring Kate Upton. Uploaded on YouTube on Jan. 21,  the 1:30  attracted an impressive 3 million views by the middle of the day Jan. 24. The commercial, from Merkley + Partners in New York City, is a spoof of a scene from the 1967 prison drama “Cool Hand Luke,” in which a sexy young thing teases the chain-gang guys with a suggestive car wash. Here’s Mercedes’ take

This seems unusual for Mercedes-Benz, but hey, sex sells, right. R&B star Usher will also be in the final ad airing in the fourth quarter.

Mercedes also went big for an earlier teaser too, buying the rights to the Rolling Stones’ “Sympathy for the Devil,” in this video posted just a few days ago on Jan. 19

Meantime, two car brands- Audi and Lincoln- are letting consumers get involved in decisions for their Big Game commercials.

Starting Jan. 25 at midnight for 24 hours, Audi will have people pick one of 3 endings for a :60 Super Bowl commercial. The story line for the 2013 Audi S6 spot is a teen boy at his prom. Somehow that doesn’t sounds very prom-ising.

This still photo from the spot is about all that’s out there now from Audi

AudiTeaser13SuperBowlDoesn’t give us  much to go on, eh? Should make for a wild and crazy week for Audi’s ad agency, Venables Bell & Partners in San Francisco as they edit the most popular ending into the commercial.

Here’s Audi’s final cut 

Ford Motor Co.’s lux Lincoln brand asked Tweeters in December to help it write the Big Game spot for the new MKZ sedan. Lincoln teamed with Jimmy Fallon in videos, in social media, on Twitter at www.Twitter.com/LincolnMotorCo and and via the site steerthescript.com.

On Saturday, Jan. 19 Lincoln released a 1:15 video of sneak peeks of the spot

Hmmm- tortoises, a motorcycle gang, llamas and a UFO? That’s certainly an interesting combo, eh? But only a disappointing 1,506 views on YouTube by this afternoon, Jan. 24.

Lest we forget, Lincoln said back in early December it had signed a deal with with NFL rushing leader and three-time Super Bowl champ Emmitt Smith as a “brand ambassador” for the MKZ launch. So I fully expect to see him in the final cut on Game Day. HudsonRouge in Manhattan is Lincoln’s ad agency.

Lincoln is NOT really a Super Bowl freshman. Lincoln was an advertiser in the Big Game in the mid-90s. And it had an ad buy for the 2005 Super Bowl for the Mark LT pickup truck. But Lincoln pulled out in the eleventh hour after advocacy groups complained it made light of the Catholic Church’s sex scandals. The spot showed a clergyman tempted by the keys to the 2006 pickup left on the collection plate. Instead, Ford used the ad slot during the game for an existing Mustang convertible spot.

The Toyota brand said weeks ago TV actress Kaley Cuoco would star in its Super Bowl spot. Here she is this :36 teaser, dubbed “I Wish,” arrived Jan. 23 on YouTube with the “Big Bang Theory” star and the RAV4

I don’t think this is going to get much attention for Toyota unless the actual :60 commercial airing in the first quarter from Saatchi & Saatchi in Los Angeles really dials things up. The look of this is too similar to the one the ad agency did for the recent launch of the new Toyota Avalon

You just get the idea they wanted to use this cool camera technique. Toyota also turned to social media to woo people for a chance to be in the commercial on game day. And Toyota is a sponsor of the post-game show.

Toyota finally released the in-game commercial

Hyundai still hasn’t officially released its ads or teasers, although I and other members of the media have seen the rough cuts . (You can check out my earlier blog about Hyundai’s Super Bowl ad plans here

http://autoadopolis.wordpress.com/2013/01/23/hyundais-super-bowl-ads-better-than-2012/

This is my favorite among Hyundai’s two in-game spots, called “Stuck” for the Sonata Turbo

https://www.youtube.com/watch?v=SohqIBOb03k

Here’s the other in-game spot, just released today, called “Team”

Chrysler Group is again keeping a lid on specifics about its ad plans for Super Bowl. But you can pretty much count on something over the top.

Kia, readying its fourth year as a Super Bowl advertiser, seems late to the teaser party. But word is out it bought a :30 slot in the third quarter for the Forte and a minute-long slot in the fourth for the Sorento. DavidandGoliath, Los Angeles, handles. Here’s the teaser, which was released AFTER I originally posted

Car brands that aren’t returning this year are Chevrolet, Honda and Acura.

It’s a shame they’ll miss the big hoopla.

MAKING TRACKS: Ian Marlowe quietly shifted gears on auto accounts last year from group account director on Audi at Venables Bell & Partners in San Francisco to global brand director at TBW on Infiniti in all  markets. Did former Audi of America Prez Johan de Nysschen, now president of Infiniti globally, cherry pick Marlowe?

Follow me, Jean Halliday, on Forbes.com, LinkedIn, Facebook

On Twitter @jhal2001

2012 Car Ad Review

As the curtain opens this week on 2013, it’s time for AutoAdOpolis’ annual year in review. Which carmakers and ad agencies executed outstanding efforts, which had some decent doubles and triples and which were just plain so-so?

Let’s start with the good news.

Chrysler Group scored big with its launch work for the return of the new, modern Dodge Dart. Ad agency Wieden + Kennedy in Portland, really hit it over the fence with this commercial that also debuted the tag line “New Rules”

Not only is this spot clever and witty, the art direction really catches your eye. Plus, this ad actually gives viewers a real sense of the brand.

Chrysler also gets high marks for the commercial for Fiat USA, dubbed “Immigrants” from The Richards Group. The :60 spot, which broke in the summer, hilariously depicts the next-gen 500 arriving to our shores- the hard way.

Like the Dodge spot, this is fun to watch and should put a smile on your face. It’s a perfect way to convey the car’s Italian heritage, which wasn’t the case in 2011 when Chrysler partnered with Jennifer Lopez for Fiat ads- a total disconnect that looked more like a music video for her new song than a spot for the car.

Both the Dart and 500 spots spotlight music from popular artists, a tactic preferred by Chrysler Group CMO Olivier Francois to grab viewers’ attention. The song in the Dodge ad is “No Church in the Wild” by J-Z and Kanye. The Fiat commercial pushed the new “Sexy People” single from Pitbull featuring Arianna. In neither case do the songs overpower the commercials.

Speaking of smiling, how about Volkswagen of America’s brand blitz that bowed with the :30 spot called “Smiles,” showing people of all ages laughing. There are no cars in this brilliant commercial from Deutsch in Los Angeles. It really captures the essence of the brand with the line “it’s not the miles, you how you live them.” The spot directs viewers to the whyvw.com sites, where they can post stories about their VWs or learn more about the cars from other owners and from VW.

Quite a brave move for a car marketer to not show a car in an ad, so kudos to VW’s CMO and chief product officer Tim Mahoney and his right-hand man Kevin Mayer, VP-marketing.

One of the most memorable spots that didn’t show a car was Jeep’s award-winning 1994 commercial, dubbed “Snow Covered” from the now-defunct Bozell in Southfield, Michigan.

Audi of America, which has been one of the industry’s best and most consistent advertisers in terms of creative, hits it out of the park again early in 2012 with a spot called “Ahab” for its all-wheel-drive Quattro system. The commercial spoofs Herman Melville’s epic sea captain character in search of an elusive whale with a northern tow truck operator and his frustration with never “hooking” an Audi with Quattro stuck in the snow. A very smart and entertaining execution from Venables Bell & Partners in San Francisco.

While we’re on Audi, the brand’s Super Bowl “Vampire” commercial for its LED headlights did the best among all the top 10 spots in the 2012 Big Game, ranking 7th for Most Liked, according to Nielsen consumer research the best showing for any carmaker. The commercial was certainly over the top and tapped into the nation’s current craze for vampires.

Audi also ranked highly in my 2011 review. 

It was good to see American Honda Motor Co. raising the creative bar for both its brands in the Super Bowl. The Honda CR-V commercial starred Matthew Broderick spoofing his role in the flick “Ferris Bueller’s Day Off.”

The commercial was one of the best from RPA in Santa Monica for Honda in a long time and blew away the earlier launch work for the CR-V. The spot ranked 10th Most Liked among all Super Bowl ads by Nielsen research,.

The automaker’s first-ever Super Bowl commercial for Acura was also a hit. In the Big Game, a media outlet where advertisers need to go big or be invisible, Acura met the challenge with a funny spot for the NSX starring funny men and car nuts Jerry Seinfeld and Jay Leno. USA Today’s AdMeter, based on consumer voting for their favorite Super Bowl ad on Facebook in 2012, ranked Acura’s spot number 13 and Honda’s 16.

Unfortunately, Honda and Acura’s over-the-top Super Bowl commercials weren’t enough to keep their ad agencies, RPA and sibling rp&, both in Santa Monica, out of the hot seat. Both accounts recently went into review.

Toyota Motor USA’s Lexus brand also made some inroads into improving creative with the launch of the new 2013 ES and first ES Hybrid. One of the launch commercials, dubbed “Split World” grabbed your attention with special effects and a script that made sense. Bravo to Brian Smith, VP-marketing at Lexus and kudos to Team One

Sister brand Toyota still isn’t there yet. But Toyota’s “Real Owners. Real Stories” TV commercial for the Camry, with online video assets and accompanying web site is not only well done, but is getting tons of input. Toyota figured out how to tweak a year-old site for the Camry launch and took it up a few notches

When it comes to Ford Motor Co., its Ford brand has had some of the most consistent work in the category all year. The advertising from TeamDetroit in Dearborn is visually interesting, makes relevant points and is strategic without shoving people’s faces into it.

Take this launch commercial for the 2013 Fusion. Great way to bring to life the Big Idea of standing out from rivals, which disappear.

Let’s look at Hyundai Motor America. After a pretty decent run with some of the best ads in the industry, seems too many of Hyundai’s ads are getting a bit formulaic. The brand’s Super Bowl commercials, from Innocean Worldwide Americas in Huntington Beach, California, were nothing to write home about.

There are some signs of improvement with the September launch work for the 2013 Sante Fe, themed “Don’t Tell” mom or dad

Shows there are still signs of creative life at the ad agency and at Hyundai.

I’d like to recognize Cadillac as one of the most improved auto advertisers. After a less-than-stellar appearance in the 2012 Super Bowl, General Motors’ lux brand blew out of the gates with impressive summer launch work for the new ATS compact sedan. The work, from Fallon, Minneapolis, was themed “Cadillac ATS vs. The World,” showing how the car performs on some of the ing on and some of the planet’s wildest and most challenging roads. Cadillac smartly posted lots of behind-the-scenes videos on YouTube, as well as links on Facebook and elsewhere.

Keep it up! We’d like to see all of Cadillac’s sibling brands take it up a notch also. Although there were some break-out ads for Chevrolet last year, there simply haven’t been enough of them.

Note to GM and its ad chiefs: Please take some risks!

Looking forward to seeing more break-through work from all auto advertisers in this New Year.

MAKING TRACKS: Steve Rosenblum recently started as general manager of Publicis Kaplan Thaler in Manhattan, which handles the account for the Tri State Honda Dealers Association. Rosenblum had been consulting since leaving General Motors in late 2011 after 15 years in various ad and marketing positions.

Follow me, Jean Halliday, on LinkedIn and Facebook

and on Twitter @jhal2001

Honda’s US Ad Agency Pitch: Rigged??

American Honda Motor Co. has called a review for both its Honda and Acura brands in the USA, encompassing creative, media buying and planning.

The surprise isn’t that a review has been called. It’s that it has taken this long to happen.

Other than a few bright advertising stars in recent years, including the boffo Super Bowl commercials for both Honda and Acura in 2012, the work hasn’t exactly set the world on fire.

I don’t place all the blame on the incumbents: Honda’s longtime agency of record, RPA in Santa Monica, and rp&, its sister arm on Acura. The clients, after all, kept approving their work year in and year out. An example of the industry adage : a client getting the work it deserves. The incumbent agencies will defend their biggest accounts.

But it doesn’t look good for the home teams. There’s already some skeptics – not at the incumbents- grumbling that the review is a set-up. The skeptics posit that   giant Japanese ad agency Dentsu, which  handles Honda in its home market there, will manage to steer the account to its McGarryBowen agency network.

It’s never wise to discount the pull an agency has with the client at the mother ship. The marketing brass at the corporate offices of many a global car company are close to the execs at their shops in the mother land and they also, from time to time, like to flex their brass muscles to make sweeping worldwide moves.

Dentsu’s Tokyo office won a Cyber Lion in Cannes in June for the work it did for Honda in Japan. Think THAT doesn’t impress the mother ship?

This summer, Dentsu’s McGarryBowen office in London managed to win the pitch for Honda’s  pan-European launch of the CR-V, besting 5 other shops, including Wieden & Kennedy in the UK. The huge win was the agency’s first since parent Dentsu changed the name of its European offices from Dentsu to McGarryBowen earlier this year. Dentsu acquired the 6-year-old McGarryBown agency in 2008.

What other agencies have won at Cannes for Honda?

Well Wieden, natch, whose most memorable  Honda work in Europe has to be this UK spot called  “Cog,” which won a Gold Lion in Cannes in 2003

RPA’s last Cannes win for Honda? Anyone?

Other than this year’s Super Bowl commercials, one of my favorite Honda spots in recent years from RPA was for the Element in 2006, featuring that delightful crab named Gil, who later ended up with a big life all his own in social media

This work was perfect for the Element’s young target audience and cut through the clutter.

It’s never a good time for an agency review and is going to cause lots of stress for the folks at RPA and rp&, especially during the holidays. Best of luck!

MAKING TRACKS: Joel Ewanick lands at Fisker Automotive as the acting head of global marketing and sales, while the car company looks for a full-time replacement. Not surprised to see him land so quickly. He was pushed out of General Motors in the summer after a little over 2 years at the automaker as global CMO. Ewanick succeeds Richard Beattie, who retired from Fisker after a long career in the car business with stints at Jaguar, Mazda and Ford.

Find me, Jean Halliday, on LinkedIn, Facebook and Forbes.com

On Twitter: @jhal2001

AUTOMAKERS UNVEIL SUPER BOWL ADS

 

The countdown clock is ticking until the kick-off of Super Bowl XLVI and more auto advertisers are revealing their Game Day commercials. Noticeably absent in the pre-game hype- AGAIN this year- is Chrysler Group. Last year, Chrysler was mum until its 2-minute “Imported From Detroit” spot for the Chrysler 200 aired during the game. Sometimes surprises are good. This year, Chrysler will have a :90 commercial that we’ll all just have to wait to see.

American Honda Motor unleashed a long version of its Super Bowl commercial, starring actor Matthew Broderick in a modern-day version of his movie “Ferris Bueller’s Day Off.”

This 2:25 video shows Broderick calling in sick and escaping in his all-new, fourth-generation 2012 Honda CR-V to have some fun.

This is a fun spot that’s bound to break through the clutter during the Big Game this Sunday. Honda’s longtime agency, RPA in Santa Monica, tapped big-time director Todd Phillips (The Hangover, Old School) for this work.

The commercial is one of the best RPA has done for Honda in a long time and is far and away superior to the first launch work for the new CR-V that broke at the start of the year, including this one from RPA, called “Proposal”

Honda’s CR-V Super Bowl commercial is also tied into the Leaplist. Honda.com site, where there’s a CR-V Leap Year Contest to win a new CR-V and other prizes. Honda has smartly tied in with social media, encouraging its Facebook fans to find and comment on the dozens of “Easter eggs” in the spot reminiscent of the original Bueller flick. That link is http://www.facebook.com/hondacrv

And here comes the Toyota brand, which is advertising in the Super Bowl for the first time in three years.

Toyota is pushing the seventh-generation 2012 Camry with this entertaining commercial called “Reinvented” from Saatchi & Saatchi Los Angeles

Although this version is a minute long, this spot will be sliced to a :30 commercial for the Super Bowl and one of two :30s the brand will have in the game. Toyota says this commercial is scheduled to air in the third quarter and will be backed by a social media play kicking off after the spot airs. Viewers will be encouraged to go to Twitter and tweet with the #Reinvented hashtag about what they’d like to see reinvented. Toyota will respond to select tweets in real time with a creative depiction of that idea.
Toyota doesn’t have a history of exciting advertising, so this one is a breath of fresh air.

Not so for Kia, which has only released a sexy teaser for its Super Bowl commercial, starring Victoria Secret model Adriana Lima for the new Optima

We’ll see if the old adage “Sex Sells” works for Kia in this case. Don’t bet on it. We much prefer Kia’s “Epic” entry in last year’s Super Bowl for the Optima, also from DavidandGoliath in Los Angeles.

Kia’s affiliate, Hyundai is back for its fifth straight year as a Big Game advertiser. Hyundai said it will have five spots on game day: two during the pre-game, one in pre-kick slot and two in the game. Innocean Worldwide Americas in Huntington Beach, California, is the brand’s creative agency of record.

Hyundai is using the very-recognizable and uplifting theme from the movie “Rocky” for this minute-long spot, called “All For One,” about team work at its Montgomery, Alabama plant

Then there’s this one, called “Think Fast,” for the 2013 Genesis Coupe, which comes with a 348-horsepower, V-6 engine

How about this one for the 201-horsepower Veloster Turbo?

Sorry, but a guy getting mauled by a cheetah isn’t that funny.

Hyundai is also patting itself on the back for its big win for the 2012 Elantra as Car of the Year at the North American International Auto Show in Detroit earlier this month with this commercial, called “Victory Lap”

Look for that one to air sometime before the game starts.

Lastly is Cadillac, which is pre-launching its new ATS with this snoozer called “Green Hell” from Fallon

There are certainly a lot of car ads made at Germany’s Nürburgring, so this commercial won’t break through the clutter. If you’re going to advertiser in the Super Bowl- Go Big or don’t bother!

Late Edition Addition: Honda’s Acura brand is pulling out all the stops for its first appearance as a Super Bowl advertiser. The brand has a minute-long spot featuring Jerry Seinfeld, who tries his hardest to move from number 20 to first on the list to get the new, upcoming 2012 NSX. There’s appearances by the Soup Nazi, Jay Leno, an, an alien and dancing holographic monkeys. You can see the longer 1:52 version here

Acura says it wants to strengthen its brand awareness. No doubt. The brand sold 123,299 new vehicles in the USA last year, an 8% drop from 2010.

The spot, called “Transactions,” was created by Acura’s agency rp&, a sibling of Honda’s longtime shop RP&A in Santa Monica.

OUCH! And Chevrolet has taken direct aim at Volkswagen’s already-released Big Game commercial teaser, with dogs barking out Star Wars’ theme song.

General Motors’ volume brand has uploaded a dog video of its own, from the popular OK Go group. Chevy teamed with the band for a new MTV video arriving this weekend featuring the Sonic. Chevy doesn’t call out VW by name, but in describing the video on YouTube says “we’ve all seen videos with talented dogs. Chevrolet’s favorite came from OK Go last year.”

Let the game begin!

(See my earlier posts for Chevrolet, Volkswagen, Lexus and Suzuki’s Bowl entries)

MAKING TRACKS: Anthony Kuhn joined Everist Genomics Inc as Director of Strategic Alliances. Tony has lots of ad agency experience, having worked at TBWA, Lowe and Bozell.

FOLLOW ME, JEAN HALLIDAY : on Facebook & LinkedIn

On TWITTER @jhal2001