Tag Archives: Super Bowl car ads

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.

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

And 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