Tag Archives: Kia

Are Chevy Ads Finding New Roads?

Chevrolet recently introduced its new “Find New Roads” advertising tag with a splashy :90 TV commercial that broke during the Grammy Awards. The montage of cars, each with different music, is visually interesting. In case you missed it, here’s the spot from Chevy’s ad agency Commonwealth, a 50-50 joint venture of IPG’s McCann Erickson Worldwide and Omnicom’s Goodby, Silverstein & Partners

It’s good to see that General Motors’ biggest brand included the sexy Corvette in the commercial. But why are there no crossovers or pickups? Those segments are certainly a big part of the brand’s bread and butter these days. The scenes in the spot are pretty nifty. The robo dog is cool and who doesn’t like deer? The  first part of the Sonic section looks very much like a spot for retailer Target, another Grammy broadcast sponsor.

But the whole thing somehow doesn’t gel as one; doesn’t come together. Who is finding new roads? Where are the new roads?

What probably bothers me most is the boastful line “with the best lineup of vehicles ever….”

Memo to Chevy: Who said you have the best lineup ever? It’s better to use third-party ratings than pound on your chest with that blanket statement. Why? Because there’s plenty of skeptics out there and people are more likely to trust third party sources. Hopefully Chevy will have some testimonial ads touting its “best lineup” ever.

And say goodbye to Tim Allen as the voice of Chevy advertising. He was thrown out with the “Chevy Runs Deep” ad tag that lived for a little over two years, created by Goodby, Silverstein & Partners in San Francisco. That’s OK, you can still hear the actor narrating ads for Campbell’s Soup. You’re now hearing John Cusack doing Chevrolet ad voice overs.

The second spot out there with the “Find New Roads” ad tag is for the 2013 Chevy Traverse.

Check out how the ad shows seating for 8, whether they are real or imaginary

Sorry, Chevy and Commonwealth, but this ad is awful close to Kia’s 2010 Super Bowl commercial for the Sorento, showing the critters from kids’  popular cable TV show Yo Gabba Gabba come to life

It certainly looks like Chevrolet and Commonwealth stole the idea from Kia and their ad agency DavidandGoliath. These sort of coincidences happen from time to time in this business. There was one season in the ’90s when 2 or 3 different car brands featured grocery store parking lots and shopping carts in their commercials.

The longer you’ve been in this business, the more examples of these coincidences you see. Here’s another one, this time it’s Kia, which in recent weeks broke a national spot for the 2014 Sorento. Check out how Kia touted the crossover’s power-folding mirrors and programmable power lift gate in a tight parking space

Of course lots of people would never jam their $23,000-to$33,000 new vehicle into such a tight spot. This Big Idea isn’t so fresh. Check out this commercial from WPP’s JWT (now TeamDetroit) for the 2000-model Ford Focus

And so it goes. If you’ve got any to add, please leave a comment and thanks for taking the time to read AutoAdOpolis.

MAKING TRACKS: General Motors has shifted Craig Bierley from ad director for Buick GMC to the same post at Cadillac. Craig, a Michigan native, has been with GM for 22-plus years, starting there as a financial analyst. He succeeds Molly Peck, who was moved last fall from the Caddy post to USA ad director of Chevrolet. The merry-go-round continues over there.

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

and 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

Super Bowl Auto Ad Pileup

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

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


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

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

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

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

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

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

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

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

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

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

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

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

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

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

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