Tag Archives: Super Bowl

Chevy’s Multi-Media Super Bowl Blitz

Chevrolet is significantly turning up the heat on its Super Bowl media buys this year. In addition to three in-game TV commercials, two pre-game and two post-game, General Motors’ volume brand pushed into online and mobile in a big way, including social media plays, a mobile app car-giveaway promotion, an MTV music video and several online sponsorships.

“There’s 11 automakers advertising in the Super Bowl, so we had to figure out how we can make people laugh and make sure it’s enteraining enough to get out information from us- not just during the Super Bowl, but what do we do before, during and after,” Chevy’s Chris Perry VP-global marketing and strategy said today at a press conference at GM’s Detroit headquarters.

Believe me, you’re not going to be able to miss Chevrolet before, during or after the game. This is a smart play by Chevy, which needs to change brand perceptions and improve buyer consideration.

Chevy got the ball rolling Jan. 22 with this national commercial during the NFL NFC Championship game introducing the Chevy Game Time mobil app. Entrants can win one of 20 Chevrolet vehicles and other prizes from Chevy, Bridgestone, Motorola, Papa John’s Pizza, apparel from the NFLShop.com and Sirius XM Radio.

Perry said Chevy got more than 100,000 downloads of the app within the first 36 hours and now stands at over 130,000.

The brand has several Super Bowl sponsorships this year. Chevrolet is the only advertiser for Twitter’s official Super Bowl area, which is already live. Chevy is the exclusive auto sponsor on NBC’s live online streaming of the Big Game and gets ad time during every 30-minute break. Post-Game, it has auto exclusivity as the co-sponsor with USA Today of its AdMeter on Facebook that will let consumers vote on their favorite Super Bowl ads seen on Hulu and YouTube. Also post-game, the marketer is giving away a Chevy Corvette to the Most Valuable Player, as it did last year.

Starting February 2, look for short, online snippets on video sites like Hulu and YouTube starring actor Rainn Wilson of “The Office,” taunting viewers to watch Chevrolet’s Super Bowl ads on its YouTube channel. Chevy’s Group Advertising Manager Rick Martinek, who shepherded the brand’s entire Big Game effort over the past four months, said Wilson appears in 15 short promos ranging from 5 seconds to 15. Here’s one

Let’s get down to the nitty gritty – the actual television spots. Perry said he hasn’t decided which ones will air and several of the ones he showed today to reporters were still rough cuts. Chevy won’t upload the commercials until next week.

One that will be seen on Game Day for sure is a minute-long commercial that broke recently called “Happy Grad” for the Camaro Convertible and is from New York independent filmmakerZack Borst , 26, who entered Chevy’s Route 66 promotion last year

 Chevy’s USA creative agency of record Goodby, Silverstein & Partners, did most of the other commercials for the Super Bowl. The Sonic is getting its first television advertising since its online-only launch last September. Goodby’s one-minute Sonic spot, called “Stunt Anthem,” shows a compilation of all of the wild non-televised exploits for the Sonic, including this so called Kickflip

The commercial directs viewers to Sonic’s LetsDoThis.com site. The music in this spot is “We are Young,” from the group Fun, which since Chevy tapped them for this project has seen this song rising on MTV’s charts to numero uno last week and was featured on the popular Glee TV show.

Arriving Super Bowl weekend will be a new MTV video featuring the Chevy Sonic and the popular band OK Go, a decent way to get the car before its millennial target.

Curiously, McCann-Erickson’s Detroit-area office created one of Chevy’s Super Bowl spots. The :30 commercial, for the Sonic, dubbed “Joy,” shows how much fun computer-generated bugs have riding on the car’s front grill.

It’s a real gem that I predict will do well in the polls.

But back to Goodby, which also developed two versions of a :30 spot for the Volt called “Aliens,” in which five little green men are checking out the car’s technology at night in the garage of a frustrated owner wearing his bathrobe.

In the first version he moans “Come on guys, this is the third time this week.” And the aliens get a bit weird when his wife shows up.

The wife is absent in the second version. Instead the Volt owner gets miffed when he realizes the visitors have told other aliens about the car.

Tim Allen provides narration at the end of both : “From the coolest car on the block to the smartest technology in the galaxy.”

On Saturday morning at about 10:30 am EST, Chevrolet started a poll on social media asking fans to vote for their favorite of the two spots.  Chevy didn’t give voters  much time. The polls closed at 11:59 PM today. The spot with the most votes will be air Super Bowl Sunday.

Chevy has posted its :60 commercial for the Silverado pickup from Goodby.

Take a look


Love the Twinkees’ gag
.

Hundreds of Chevy dealers are also carrying the look and feel of the national Super Bowl blitz, with the help of Promoboxx in Boston.

Perry He predicted the whole multi-media shebang will generate 1.5-billion…yup BILLION….impressions with consumers from Jan. 22 through the week after the game. “That’s probably conservative,” Perry added.

Overall it appears Chevy will make a much better showing as a Super Bowl advertiser this year than in 2011.

And that’s good news for Chevrolet….and GM.

 MAKING TRACKS: Chuck Hipsher just started this week as creative director of FKM Advertising in Houston. Hipsher worked on Chevy trucks for almost three years as senior VP-creative director at Campbell-Ewald in Warren, Michigan until 2008.

Nissan’s Unbelievable Frontier Ads

By Jean Halliday
Nissan North America has unleashed a couple of over-the-top TV commercials for its Frontier pickup. One of them in particular is generating lots of online buzz.
Called “Landing Gear,” the spot shows the mid-size Frontier rescuing a commercial airline with landing gear trouble.

There’s plenty of non-believers out there about the reality of Frontier’s ability to pull off this amazing feat, according to the comments on YouTube, where the commercial has already tallied a very respectable number of views- more than 305,000 in just a few weeks.
After all, the maximum towing capacity of the 2012 Frontier is rated at up to 6,500 pounds maximum, when properly equipped. Let’s estimate, conservatively, that the weight for the nose for that moving plane weighs about 30,000 pounds.
Anyone see a problem here?
It’s hard to remember the last time Nissan even advertised its mid-size pickup and it’s a mystery why it would take this route.
Then there’s the other commercial, dubbed “ Hill Climb,” showing the Frontier doing another incredible task.

Plenty of non-believers commented on YouTube about this one too. “The commercials are actually 100 percent fake, which tells you everything you need to know about the company which paid for them. You really want to buy a truck from people who have zero respect for the viewing audience?”
And finally, Nissan more recently posted this online-only video spoofing the landing gear mishap as a real news story. You can see that one here:

Nissan, and its legal beagles, have however, covered their butts on all three of these. If you look very closely- and quickly- all three videos have the small words “ Fictionalization. Do not attempt.”
So there.
The commercial is, to put it politely, a dramatization. But the words are only there for the opening 4-to-6 seconds before they disappear. Clearly the YouTube viewers debating the videos’ veracity have not spotted the disclaimer.
Why would an automaker want to show one of their products doing something it can’t really do? It insults consumers and in the end belittles the product.
Nissan could also run the risk of rival complaints for deceptive advertising to either the Federal Trade Commission or National Advertising Division of the Council of Better Business.
Brings back memories of Volvo’s 1990 “Monster Truck” commercial scandal. The Volvo was the only car not crushed by a “monster truck” in that spot, but Volvo didn’t reveal in the ad that the roof of its vehicle had been reinforced. The FTC levied fines of of $150,000 against both Volvo and its then-ad agency, Scali, McCabe, Sloves in Manhattan, which got fired over the incident.
As if the buzzing online doubts about the Frontier’s abilities isn’t enough, another online grapevine is building that Nissan and its ad agency, TBWA, stole the “Landing Gear” idea from Jeep.
Ex-Chrysler marketing executive Jeff Bell was the first to sound the alarm about this, posting on Facebook: “Just shows you that 1) the people running auto marketing have either no historical awareness or 2) they have no pride and enjoy plagiarism.”
Ouch!
Decide for yourself. Here’s the cheeky viral ad Bell says Chrysler had made for Jeep of Europe:

FYI- This 405 project (www.405:themovie.com) was produced by Bruce Branit and Jeremy Hunt for Jeep in 2000, one of very early viral videos that Yahoo Internet Life magazine called the web movie of that year.
Okay, even though the two commercials are very similar, we’re not saying TBWA took Jeep’s idea. There are coincidences. But with search portals, YouTube’s vast body of material and other sites, it’s pretty easy to check whether that Big Idea for your commercial is truly fresh.
So, I did some surfing of my own and found this very similar image in the first 10 seconds of a montage of 1970s and 1980s commercials for the Chevrolet Silverado by Campbell-Ewald in Warren, Michigan:

Hmm, so was it Jeep that first ripped off GM’s similar idea back in 2000?
Big Ideas for advertising could be like the myth of the Christmas Fruit Cakes: there’s only seven of them in the world and they keep getting passed on.
If you’re going to do a dramatic pickup ad, you might as well go over the top, but in an entertaining way that the audience knows is fake.
One of my favorites was for Ford’s 1997 model F-150. By JWT Detroit, it broke during the 1996 Super Bowl and featured actor Jack Palance as a tough cowboy who uses the pickup and a lariat to rope a butte and close a river gorge.

Now that’s a Big Idea.

MAKING TRACKS: Eric Grenier moved to VP – Director, Enterprise at Ford’s ad agency- Team Detroit in Dearborn – from Organic.

***THIS POST first appeared in CNW Research’s most recent subscriber-only  Retail Automotive Summary.

You can follow me on Facebook and LinkedIn. Also on Twitter as @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.