Tag Archives: Innocean

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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Mazda’s Game Changer?

Mazda North American Operations has had a dicey time elbowing for share of voice against much bigger players in the car business. Russell Wager, who joined Mazda last fall as VP of US marketing, admits there were months, like November and January, when the company didn’t advertise on US television.

RussellWagerMazda“It’s okay for us to be the little guy,” Wager said.

But like Davis vs. Goliath, Mazda has a new attitude – and a new strategy – to boost its presence not only on TV, but also in search and digital, as well as high-profile places like Times Square and a promotional tie-in with an upcoming movie.

Wager compared Mazda to MLB’s Oakland A’s, which ranked last out of 30 teams for payroll costs, but still finished 4th overall. He declined to reveal specifics of Mazda’s ad budget.

Mazda spends about $280 million a year on ads and media, well below the major car brands.

Mazda is kicking off its biggest ad campaign in 13 years in May. Themed “Game Changers,” ads will highlight pioneers of the past who figured out a way to excel in their areas of expertise. You know, like Mazda.

The first work features Olympian Dick Fosbury, who revolutionized high jumping with his new “back-first” technique that won him a Gold Medal in 1968.

MazdaFosburyPrintAd

“We are going to look at game changers- people who used courage to defy conventional wisdom,” said Harvey Marco, chief creative officer of Garage Team Mazda, the brand’s ad agency since 2010. He said other big names featured in the ads will be Mary Quaint, the mini skirt inventor, and Laird Hamilton, the big-wave surfer who dreamed up tow-in surfing, which involves a jet ski pulling the skier into monstrous curls.

There will be plenty of people who never heard of  these folks. But that’s okay since the Big Idea should overcome that.

Although the campaign breaks for the launch of the 2014 Mazda6 sedan, the new umbrella theme will spread to all models, all branding, in all messaging, including events, regional dealer advertising and sales offers.

That approach differs from how Mazda did things in the past and the uniform ad platform “will make our (ad) fund go further,” says Wager. Mazda is boosting its digital and search spending by 40% this year from 2012. Wager says the brand will reduce its reliance on TV. Although broadcast will account for the biggest chunk of the overall ad spend, at 65%, Mazda will be on television all year. Although digital will comprise 25% of all spending, the undisclosed total is 40% more than 2012 (and includes search). Print and out-of-home ads account for the remaining 10% of the budget.

Look for Mazda to takeover Yahoo’s home page with jumper Fosbury, carrying the headline “This is how he changed the game. This is how we changed the game.” (with the new Mazda6).

And from now on, Mazda ads will show only red vehicles “so they  pop off the page,” Marco said.

Mazda’s new consumer research, done over the past 5 months, and new analytics approach, will boost retail sales and reach, Wager said.

Mazda partnered with the upcoming space thriller “Star Trek Into Darkness” as part of the 6’s launch. Check out this  :30 commercial Mazda did to help promote the film

It makes sense for Mazda to team up with this sci fi flick to tout its SKYACTIV Technology that improves driving, safety and fuel economy.  Mazda has an app related to the movie that assigns 5 missions, including a trip to a Mazda dealership to take and upload a photo. Dealers will also get movie tickets to share with  service customers.

Mazda takes the “Game Changer” theme to print and out-of-home ads, like this interactive board carrying the headline “When you  Change Everything, You Change Everything.”

Mazda6adChange

I may be nitpicking, but this ad (shown) and several like it remind me an awful lot of the work BBDO Detroit did back in 1992 for the launch of the new Dodge Intrepid. “We’re Changing Everything,” was the ad theme for that campaign. Okay, that was back in 1992, so maybe I am nitpicking.

Anything that can get little Mazda more exposure is a good thing.

MAKING TRACKS: Life IS stranger than  fiction. Steve Majoros joins Cadillac as global marketing director. Majoros was a managing director at IPG’s Campbell-Ewald ad agency. C-E had been Chevrolet’s ad agency for more than 90 years and is said to be in the pitch for Cadillac’s business. What does that mean for Fallon, Caddy’s current ad shop? Bad news, probably.

MAKING TRACKS II : Word is Hyundai creative ad agency ,affiliate Innocean Worldwide Americas in Huntington Beach is close to hiring a new COO after a year-long search. Stay tuned, folks.

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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?

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On Twitter @jhal2001

Hyundai’s Super Bowl Ads Better Than 2012

Hyundai Motor America took the wraps off its commercials for this year’s Super Bowl, the automaker’s sixth straight year as an advertiser in the Big Game.

The spots, at the time of writing, were still in rough cut and not available to post. (will add as soon as possible). But they should arrive today on You Tube, Facebook and other social mediums. Hyundai’s VP-marketing Steve Shannon told me yesterday the automaker is blasting the new ads out about 5 days earlier than last year ahead of Game Day in hopes of getting a bigger lift in online traffic and buzz.

SteveShannonIn the good old days before high-speed internet access reached the masses, Super Bowl viewers would have to wait until game day to first eye ball the commercials.

Shannon told me the spots have been pre-tested via focus groups with people screened for liking the Super Bowl and its ads.

I guess Hyundai and its ad agency Innocean USA in Huntington Beach, passed the test because the commercials are coming this week, along with an extra surprise Friday about a custom-written song in one of the spots from a psychedelic alternative rock band. Shannon said that on Jan. 25  Hyundai will announce the name of the band, which doesn’t do a lot of commercial work. The new song for Hyundai will be a bonus track on the band’s upcoming new album. And Hyundai will offer 100,000 free downloads of the song via iTunes on hyundai.com the same day the new album debuts.

That ought to stir some more buzz- at least with the folks who know and like this band.

The band members have several cameos in Hyundai’s only :60 spot. It’s for the new 7-passenger Sante Fe and airs in the slot before the kick-off. The name of the commercial, “Epic Play Date,” says it all. A montage, with just a splash of animation, shows a family moving from a pancake breakfast at home to a riotous day of fun. A saber-tooth tiger comes to life in a wild life museum,  ostriches chase the family at a petting zoo and there’s a game of outdoor bowling, with one of the sons inside a giant, blow-up bowling ball.

Actor Jeff Bridges does voice over for all the spots, which carry the two-year-old tag “New Thinking. New Possibilities.”

Hyundai has a pair of new :30s breaking IN the game.

The one in the first quarter, dubbed “Team,”is also for the launch of longer-wheel-based Sante Fe. A bullied young boy rounds up his dream team of friends to seek revenge in a football game. The song “Bang Your Head,” from Quiet Riot, plays through the spot as the boy’s Mom picks up his posse in the crossover suv. There’s no question at the end who will win the football game. The dream team of 6 kids in the Sante Fe are over-the-top. Among them: red-headed twins pumping serious iron and a bear wrestler. This spot has a nice football link, but not a real big finish.

In the second quarter, Hyundai has a another :30, called “Stuck” for the Sonata Turbo sedan. Because of the car’s zippy engine, the couple inside can easily pass a variety of vehicles they find offensive, including a hefty guy on a motor bike showing part of his derriere and animal-print panties, a tanker truck oozing some suspicious-looking green goop and big dogs slobbering out of an RV onto the Sonata’s windshield. The kicker at the end is delivered by actor Jeff  Bridges: “Trust us. It’s better to be in front.”

Hyundai’s fourth commercial is for the zippy Genesis R-Spec, a :30 that will also air in the pre-game broadcast. Named “Excited,” it shows the 8-speed car screaming around a race track as sportscaster Gus Johnson is heard in the background doing the play-by-play. On screen notices tell us how this 429-HP car bests a BMW, Mercedes-Benz and Porsche in horsepower and/or 0-60.

Those stats are likely to shock fans of those German brands, but you can’t blame Hyundai for wanting to get the word out to 100-plus-million viewers. Still, this is not the place for bragging. Not to worry. This car-on-track spot isn’t interesting enough to cause a ruckus.

Hyundai’s fifth commercial isn’t new, it broke last fall as part of the launch of the smaller, 5-passenger Sante Fe. This this :30 spot, called “Drive In,” during the pre-game broadcast, was under the umbrella theme “Don’t Tell” (Mom or Dad) because each parent is doing exciting things with the kids without the other spouse. In case you haven’t seen it

I like the “Don’t Tell” series and gave it a nod in my Year In Review post.

“Stuck” for the Sonata Turbo should get plenty of laughs, and along with “Epic Play Date” for the Sante Fe are the best in my book from Hyundai’s game-day offerings this year. I predict the two will rank higher than Hyundai’s ads in last year’s Super Bowl, when the “Cheetah” spot for the Veloster Turbo ranked 23 by AdMeter. That was not the lowest-ranked car ad in the 2012 game, mind you. That “honor,” at Number 54, went to Team One USA and the Lexus GS ad it created.

We’ll just gave have to wait to see how all these spots perform after all Super Bowl viewers see them.

MAKING TRACKS: Sad to say Andy Prakken left Team Detroit, where he had been exec VP-chief media officer for 8 years, overseeing media planning and buying, brand content development and analytics operations for Ford in the US and the rest of the world. Andy worked on the Ford account since at least 1991, when he was a media director at J. Walter Thompson, one of Team Detroit’s predecessors.

Hmm, Andy’s departure coincides with the Team Detroit’s hiring of Betsy Lazar to his old job. My take is Andy either did not want to take a back seat to Lazar, who left General Motors after 20 years in 2009 to become VP-global media of Kellogg Co., or he got in sideways with his new boss at Team Detroit, Mark LaNeve, another GM grad who worked closely with Betsy. Not to worry. Someone will quickly swoop up Prakken.

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And on Twitter @jhal2001

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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