Tag Archives: Hyundai

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.
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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?

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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.

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Hyundai’s College Football Play

Hyundai Motor America has certainly beefed up its tie-in with college football, which the automaker said has some of the world’s most passionate fans.

Hyundai dipped its toe in the water back in 2010, when it inked a 4-year deal to be the title sponsor of the Sun Bowl with El Paso, Texas area dealers.  Last year, the automaker upped the ante by sponsoring 15 schools, doing  64 on-site, stadium displays, print ads, online and local media support, as well as in-game ads in 13  games across ABC networks, including ESPN and ESPN2.

Interpublic Group of Co.’s Initiative+ is Hyundai’s USA media agency of record and has done a great job of integrating all the pieces here.

This season Hyundai is supporting 25 programs and staging 151 events at college stadiums across the nation. The automaker is in its second season as presenting sponsor of 12 of ESPN’s “Thursday Night Kickoff” broadcasts. The 2013 model Santa Fe is the main vehicle tied to the effort, with a modified “Ultimate Tailgate” version of the compact crossover model making the rounds at games.

By the way, the Santa Fe is also the sponsor of ABC TV’s Jimmy Kimmel Live. Hyundai proclaims Santa Fe “the official car of Helping Parents 2 Rock,”a tip of the hat to the nightly musical performers on Kimmel’s outdoor stage. The new Santa Fe is getting plenty of plug on Kimmel

GM’s Pontiac  brand was the first sponsor of Kimmel’s stage, then called the  Pontiac Garage, but Bud Light beer took over that slot several years ago.

Hyundai is airing ads during ESPN’s pre-game football shows as well as in games, including a presence in 25 games on Thursdays and Saturdays across ESPN, ESPN2 and ABC.

Whew. But wait- there’s more!

The automaker is working with Chicago-based sports marketer expert Intersport for a 4-part series spotlighting the best of the current college football season. The latest installment of “Hyundai Presents College Football Uncut” will air this Saturday, November 16 on CBS at 2:30 pm ET.  Smartly, Hyundai , cut deals to also make the series available on Hulu.com, Amazon and Sony PlayStation.

“College football fans wear their colors more proudly than any other fan base,” said Steve Shannon, VP-marketing at Hyundai. “Reaching fans not only through TV but also at stadiums where that passion is rooted gives us a more genuine connection to the sport and those that love it as much as we do.”

As if all this isn’t enough, Hyundai is also in the midst of a sweepstakes, asking college football fans to post photos that emulate their team loyalty to hyundaishowyour loyalty.com. Check out the :30 spot from Hyundai’s ad agency and corporate affiliate, Innocean Worldwide Americas in Huntington Beach, California, promoting the contest

Is it just me or does the narrator Jeff Bridges saying Hyundai’s fans show their loyalty by “just buying another Hyundai” sound too boastful? I realize the video is touting Hyundai’s loyalty, but it comes across as too smug.

Hyundai has been down this smug road before – not once but twice since it started selling cars in the US in 1986. Disaster resulted in both instances. So it’s scary to see some echos of Hyundai’s hubris bowing its ugly head again.

Also, sounding smug in advertising is not a good place to be after Hyundai’s embarrassing admission that it overstated fuel economy ratings on its vehicles. After talks with the EPA, which certifies mpg for new cars, Hyundai is voluntarily dropping the mpg on some 900,000 (or 35 %) of  2011 through 2013 model year vehicles sold through October 31 and is reimbursing owners.

Meantime, rabid college football fans are posting like mad on Hyundai’s Facebook and Twitter pages for the sweeps. One lucky fan will win a new 2013 Santa Fe, which the spot doesn’t even mention. The other prize, also not mentioned in the spot, is a two-night trip for 4 people to a college football game.

The only prize that IS mentioned in the commercial is a chance to be in an upcoming Hyundai commercial.

THAT will be interesting.

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Also on Twitter @jhal2001

BIG IDEA FROM HYUNDAI’S MOTHER SHIP

South Korea- based Hyundai has been on a roll in the past several years, with much-improved products that have boosted sales and lifted the brand’s image around the world.

Why mess with success, right?

Not exactly.

The marketing “gurus” at the Mother Ship in Seoul decided it was time for Hyundai’s first worldwide ad campaign to build a consistent global message for the brand. Or maybe they felt it was time to flex their authoritative muscles or justify their positions.

What did they come up with?  A new brand campaign themed  “Live Brilliant.”

Really?

Take a look at this lame attempt to stir emotions, just one of four :60 television commercials in the series

How does this differentiate Hyundai from others? Not much. Seems you could just pick another car brand and insert it into this spot. Also don’t see how this ties to Hyundai’s stated strategy to reinforce its new brand direction of “Modern Premium.”

Who uses the word “brilliant” anyway, unless you’re talking about your kids?

Believe it or not, Hyundai says it spent a year doing leg work preparing for this, including consumer research. Then it shot the commercials over 10 days in Los Angeles earlier this year.

And the Mother Ship spent some dough on this, hiring award winning German director Juergen Bollmeyer and buying “Departures,” the song from “Like Crazy,” which won the Grand Jury Prize for Best Drama last year at  Sundance.

What Hyundai’s Mother Ship DIDN’T do was consult in other regions with its marketing chiefs or officials from Innocean, the ad agency owned by Hyundai’s controlling family. Instead, the Mother Ship simply forced this work down their throats, regional strategies be damned.

Mind you, Hyundai in North America just launched its new ad slogan “New Thinking. New Possibilities” about 14 months ago. It takes a lot of time for the public to grasp new ad themes. Sometimes people never catch on to ad tags, especially if they are inane, which too many of them are.

We’re not a fan of the Mother Ship dictating ads to other parts of the world.

Here’s some examples. From Japan, Fuji Heavy Industries Ltd. decided in 2011 it was time for its Subaru of America arm to use the new ad theme “Confidence in Motion,” which has zero emotional appeal. From Germany, Volkswagen insisted in 2009 that VW of America use “Das Auto” to convey German engineering. DUH!

Hyundai’s “Brilliant” idea?

I think not.

MAKING TRACKS: Michael Jackson is returning to Motown and he’s bringing his year-old ad agency with him.

His year-old shop, Jackson & Partners, is relocating from Las Vegas to Midtown Detroit and expects to create 30 news jobs in the next three years. Jackson’s partners are Detroit-area native and auto creative chief Gary Topolewski, along with Randy Easterbrook, an indie communications consultant who has done work for many big companies, including General Motors and Mini.

 Jackson joined GM in 2000 as executive director of sales and marketing support, but he rose to VP-marketing and advertising for North America in 2006, overseeing a $2-billion-plus ad budget.  He left GM and Detroit in 2007.  Since then he was CEO of SPEEDSHAPE, worked at digital shop Sarkissian Mason and more recently VP of global sales and distribution for Coda in California.

 J&P’s current client roster includes auto dealers on both coasts, plus brand-building work for a nationally-known jewelry group.

Mr. Easterbrook is in the process of moving from New York.

Topolewski’s experience includes Jeep at Bozell, where he and his team won a Gold Lion at Cannes; Cadillac at Leo Burnett; and Nissan, Taco Bell and Apple at TBWA/Chiat/Day.

Good luck, guys!

MAKING TRACKS TOO: Bob Rickert has joined the Denver-area office of HMH as executive creative director, handling accounts that include Nike, Freightliner, Detroit Diesel and Dr. Martens. Rickert had stints at David&Goliath on Kia and Saatchi & Saatchi on Toyota.

You can find me, Jean Halliday, on Facebook and LinkedIn and also 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.

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On TWITTER @jhal2001

HYUNDAI’S FIRST TURBO AD WILL MAKE YOU SMILE

Thumbs up to Hyundai for its delightful new TV commercial for the 2011 Sonata Turbo, dubbed “Turbo Face.”
The spot shows a bearded guy behind the wheel of Hyundai’s first, four-cylinder turbo making wild faces expressing his euphoria over the experience.

Innocean Worldwide Americas in Huntington Beach, California, Hyundai’s in-house shop, also created a Facebook page for the car that is promoted at the end of the television commercial to get more bang for their buck.

Here’s the link

facebook.com/sonataturboface

Visitors to the Facebook page can see just how the heck the ad agency got all the driver’s hair to stand on end and it was quite an elaborate set-up.

There’s bound to be some critics around who will blast Hyundai and Innocean for faking the driving experience in the videos. But they should be ignored. Hyundai and Innocean have come up with an entertaining commercial showing how fun the 274-horsepower car is to drive.

And you can’t argue with results. Hyundai’s US sales are up 20% in the first three quarters of 2010, better the industry average of 10%, according to Automotive News.

Bravo!

We’re Putting the Band Back Together

Looks like Joel Ewanick, General Motors’ ad czar, is putting the band back together.
GM’s newest hire is Kevin Mayer, who jumped ship from Subaru of America to join Chevrolet as advertising director in a few weeks.
Who woulda’ guessed that Mayer woulda’ ever leave Subbie, one of the most successful auto brands with some of the best advertising in the U.S.?
Mayer had been at Subaru since March 2007 as marketing director.
The move reunites Mayer with a former co-worker, Chris Perry, wooed away after a decade at Hyundai Motor America by Ewanick last month to become vice president of Chevy marketing.
Mayer, a well-respected car markeeter, worked with Perry at Hyundai when he was as national ad manager. Mayer will actually report to Liz Boone, another Ewanick hire who joined GM in July as director of advertising strategy for all four of GM’s brands from Innocean Worldwide Americas, Hyundai and Kia’s in-house shop.
This industry never ceases to surprise.

Another sucker punch to Hyundai’s ad team

Tremors are shaking through the ranks of automotive car marketing.
Hyundai is taking it on the chin – again- with the departure of Chris Perry, who rose to VP-marketing in May after three months as interim ad chief.


Perry is jumping ship to General Motors as the new VP-marketing of its volume Chevrolet brand. Perry was lured away by his former Hyundai boss, Joel Ewanick, who joined GM as VP-marketing of all of its brands in May after a brief stop at Nissan. Perry will again report to Joel.
Ewanick keeps shaking it up at GM, a positive signal that real change is coming to the ad and marketing side of the house.
So, for the second time in about 6 months, Hyundai gets stiffed. No successor has been named, but the company has shown it has the smarts to bring in and/or promote smart ad talent. Still, in South Korean culture, such defections are considered displays of the utmost disloyalty.
Meantime, GM is keeping business card makers in business.
Perry replaces Jim Campbell, who stays a VP, but will need a new card in his new lateral, and less visible job, as the head of performance vehicles and motorsports. Campbell was promoted to his big Chevy job in December after a year leading fleet and commercial operations. The University of Michigan grad, who joined GM in 1998 as a Pontiac district manager, dropped his Chevy sales’ responsibilities in March.
Perry has the credentials. He spent a decade at Hyundai, starting as the head of brand planning, but eventually moving to director-marketing communications. When Ewanick split for Nissan in March, Perry as named interim VP-marketing and was given the job officially in May. Before Hyundai, Perry spent almost 10 years in various ad and marketing jobs at American Isuzu Motors. He also worked at ad agency Della Femina McNamee.
Hyundai CEO John Krafcik had, earlier this year, praised Perry for “his rare combination of consumer focus, creativity and teamwork.”
Ewanick just said of his new lieutenant: “I have worked with Chris in the past and know he will use his unique ability to integrate strategic and creative marketing activities across all communications disciplines to reconnect consumers to the Chevrolet brand.”
No secret these two guys work well together. Just look at the success they had as a team at Hyundai.
We wish them the same at Chevy.

MAKING TRACKS: The update on Steve Sturm, as promised. Sturm, who retired from Toyota about 6  months ago after a long career there that including VP-marketing of both the Lexus and Toyota brands, has landed. He joins Advanstar Communications, Inc. in the newly-created CMO position. The company offers integrated marketing solutions and oversees nearly 150 events annually, 60 publications and directories plus 233 electronic products.

Ewanick’s Latest Moves

General Motor’s advertising and marketing officials under new vp-marketing Joel Ewanick are probably more jittery this week.
Ewanick is bolstering the team he inherited when he arrived at GM in mid-May as vp-marketing with an outside hire- someone he knows from his gig as Hyundai. AND- a key brand ad director was moved out of that position.
Ewanick tapped Liz Boone for an undisclosed strategic planning job at GM from Innocean Worldwide Americas. She she was group account director on Hyundai’s passenger cars there since May 2009. Her last day at Hyundai’s in-house shop in Huntington Beach, Cal was Wednesday, June 30.
Also on June 30, Steve Rosenblum was pulled as director of advertising and promotions at Chevrolet after four months in the job. He’s apparently still at GM.
The move is surprising since Steve is one of the few folks at GM with actual ad agency experience plus he did such a bang-up job during his long tenure as ad director of GMC.
He arrived at GM in 1996 as a Cadillac brand manager from Grey Advertising in LA, where he was an account planner on Pan-American. Before that Steve toiled at Bayer Bess Vanderwarker, in Chicago, and Interpublic Group, New York.
Liz Boone has tons of auto ad agency experience. Before she joined Innocean, she worked on Mazda at Doner for two years as group account director. She also spent a couple of years at JWT as an account leader on Ford.
Is it a co-incidence Boone was a key member of the team at the now-defunct D’Arcy aka chemistri in Troy, Michigan (now Leo Burnett Detroit) that launched Cadillac’s first Escalade suv for GM and the “Break Through” blitz with Led Zeppelin for the brand?
Ewanick is moving Cadillac’s ad account (see last week’s blog).
His first order of business upon his arrival at GM was moving Chevy’s national creative account without a review to Goodby, Silverstein & Partners, San Francisco from Publicis, which had won it before his arrival after a formal pitch.
Ewanick worked with Goodby & Co. when the agency had Porsche and he was general marketing manager at the sports car outfit, then later when Goodby had Hyundai.
There’s nothing sinister about a new CMO changing agencies or hiring new people- happens all the time.
Make no mistake, Ewanick is a change agent for GM.
Like other car companies GM rotates their rising stars through marketing – my BIGGEST beef about the car biz. So GM has its share of in-bred marketeers. Need evidence? Take a look at the advertising that’s come for the company’s 4 remaining vehicle brands in the past year. Shows that big change is needed – like YESTERDAY.
T he rest of the industry isn’t standing still and waiting for GM to get its act together. The company’s slicker, improved products deserve much better messaging.
We’re counting on Joel to lead the way.
More changes coming? Bet the farm on it.