Tag Archives: YouTube

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

https://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?

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

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.

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

And on Twitter @jhal2001

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