It’s that time of the year again when car ads take over the internet and we remind UK and European brands that despite being an American Football event, the Super Bowl phenomenon concerns you too.
And what a phenomenon it is. According to Kantar Media,, Super Bowl network advertising sales will have exceeded US$1.8billion since 2003 – and that’s just network TV – in practice the spending will continue online and further downstream in embedded video promotions and on social media channels like YouTube.
Some advertisers launch their entire brand awareness programmes off the back of Super Bowl, utilising the intense media attention which chart-topping ads receive during this period.
But even more newsworthy than the scale, is the domination by automotive brands for what amounts to ‘just’ a game of football.
In 2012 we counted 16 different automotive ads (produced by 12 brands) who spent a staggering US$94.5 million on just the TV spots. These same ads (usually of extended duration) were also run online, accumulating a further 69 million views between them.
And if you’re still not convinced why Super Bowl is important outside America, just take a look at ‘The Twelve Most Valuable Automotive Brands of 2012’ where we delve a little deeper into Interbrand’s ‘Best Global Brands’ study.
With the exception of Mercedes-Benz (who’ve been absent from Super Bowl since 2011, but return in 2013), the top eight most valuable automotive brands are the same brands who lead the Super Bowl ad race. And that’s no coincidence.
What can we expect in 2013?
As already mentioned, Super Bowl 47 sees the return of Mercedes Benz, who’ve got together with super model Kate Upton for a steamy ad to promote the new A-Class based CLA. We’re also expecting ads from Audi, Chrysler, Fiat, Hyundai, Kia, Lincoln, Toyota, Volkswagen and retailer cars.com.
We’ll update this post as we receive the teasers and pre-game ads, and as before we’ll produce regular updates together with Unruly Media showing the winners and losers of Super Bowl 47.
They said: With a star-studded cast including Usher, Kate Upton and Willem Dafoe, Mercedes-Benz unveils the all-new CLA-Class in this extended cut of its Super Bowl commercial.
After the unimaginative nonsense of its Kate Upton teaser, Mercedes-Benz USA has finally gotten serious about using its product to connect with the target 20-35 year old audience. And it works. Expect a close battle for top honours between this, VW’s ‘Get Happy’ and Toyota’s ‘Wish Granted’ ads.
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They said: You gave us a few thousand true road trip stories from your individual tweets, and helped us create a journey of our own. So we worked them together to create our #SteerTheScript commercial here. You can go behind the scenes by visiting Lincoln’s SteerTheScript website.
The ad will incorporate ideas solicited by Jimmy Fallon on Twitter and reflects Ford’s desire to rebrand Lincoln by calling the business “Lincoln Motor Co.” We also hear they’ll make use of Abraham Lincoln in future campaigns, which sounds rather too grand for a car company, but let’s wait and see.
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They said: Being in front is just one of the many perks that comes with the Sonata Turbo and its 274-hp engine.
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They said: With 429 hp, it’s a little easy to get carried away in the Hyundai Genesis 5.0 R-Spec. See for yourself..
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They said: This 2013 Volkswagen Game Day commercial is set in a typical office with a “case of the Mondays.” Enter Dave and his newfound sunny disposition (that manifests itself in a curious way), all thanks to the his new 2013 Volkswagen Beetle. Get in. Get happy.
This is it. The ad which Volkswagen hope will deliver the 30 million views that last year’s Super Bowl ads delivered. How many of you foresee a race-relations scandal in VW’s near future..?
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They said: The space babies of planet Babylandia are suited up to embark on an epic journey nine months in the making. So fasten your diapers — this adventure will blow your mind into another dimension. Join the conversation on Twitter with @Kia using #SpaceBabies
For generations, inquisitive young minds have asked the burning question that all parents dread. A question that leaves many moms and dads stumbling to find the right words to carefully, and sometimes creatively, navigate the most delicate of situations. On February 3, with more than 100 million people watching, Kia Motors America (KMA) will tell the story that hasn’t been told as a flustered father shares an epic tale with his curious young son from behind the wheel of the new 2014 Sorento CUV.
Scheduled to air in the fourth quarter of Super Bowl XLVII and directed by Jake Scott, “Space Babies” reveals the existence of a faraway planet known as “Babylandia” and follows infant boys, girls, dogs, pandas and more on their journey to Earth to join their new families. After taking it all in, the curious child begins to offer an alternative theory passed on by a friend but his quick-thinking father calls upon UVO’s voice-activated jukebox feature to hurriedly change the subject and survive another day in the adventures of parenthood.
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They said: Last year vampires, this year..? We’re back in the big game for the 6th year with a brave new idea for our commercial. Check out the 2nd of three alternate endings to the 2013 Audi Big Game commercial.
Audi is asking its fans to pick the commercial it runs during the game, after posting three versions of their ad, each with a different ending. Voting will begin on Friday 25th January and close 24 hours later, with the chosen ad being shown on YouTube prior to its TV debut.
In the spot, viewers will follow a nervous teenage boy as he embarks on one of the most pivotal moments of American adolescence: prom night. With no date and no confidence, the teen is discouraged until his father tosses him the keys to an all-new 2013 Audi S6. With the power of the Audi S6 at his fingertips, the teen is suddenly determined and inspired. When he enters the gymnasium, he heads directly towards the prom queen and kisses her. What happens next is up to the viewer to decide.
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Tag Line: A slightly insecure teenager is unhappy about going to the Senior Prom without a date. But when his Dad lets him borrow the new Audi S6 for the night, he gains more and more confidence with every mile, arriving at the Prom a changed young man. You’ll have to watch to see if his newly found bravery pays off.
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Tag Line: Check out the 2nd of three alternate endings to the 2013 Audi Big Game commercial, where one brave young man ends the night with some unexpected company.
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Tag Line: What’s hot? The all-new Mercedes-Benz CLA. What’s hotter? Kate Upton washing it in slow motion.
Mercedes’ goal is to lower the price point for sporty models in its range, attracting younger buyers and turning them into customers of the brand for life. Featuring supermodel Kate Upton and singer Usher, the ad is aimed at a younger audience and designed to persuade them that a Mercedes-Benz is within their reach. Clearly there must be some reverse psychology in play, using a supermodel (who is out of most people’s reach) as bait..
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Tag Line: Cars.com is bringing drama to the Big Game, find out why on Feb. 3rd.
Cars.com has produced a 30-second spot designed to show why their website’s functionality makes shopping for cars a great user experience.
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Tag Line: In this pre-game release video Volkswagen and reggae legend Jimmy Cliff join together to infuse much-needed positivity and good vibes into a world that’s become awash with freak-outs, meltdowns, and temper tantrums over just about anything. It’s time to get happy. 2.3.13.
Last year Volkswagen stormed the charts with ‘Bark Side’ and ‘The Dog Strikes Back’. For 2013 the theme is strictly ‘no dogs allowed’, and judging by this pre-game teaser it looks like they’re taking a big risk. Judge for yourself.
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Tag Line: In an old New Orleans cafe, a powerful force is undeniably present. What it is won’t be revealed until the Super Bowl. Will you be watching?
It’s no secret that the car which will appear on the full ad is the Mercedes-Benz CLA (as already outed by Kate Upton), but Mercedes promise to have a surprise in store, so tune in next week and see.
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Tag Line: Something sinister is coming. Will you give in to temptation? Tune in during the Super Bowl for the reveal.
Same as above. You get the picture. Mercedes-Benz CLA. Dark, sinister, tempting. Perhaps. All will be revealed on February 3rd.
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Tag Line: Something scorching is coming. Will you feel the heat? Tune in during the Super Bowl for the reveal.
At this rate they’ll have worked themselves through the complete Diner menu. Lucky Diner. Mercedes-Benz CLA, see it on February 3rd..
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Tag Line: Who’s granting all those wishes? That’s Kaley Cuoco! Look for her in the Toyota Big Game commercial to see her grant more. #WishGranted
An early favourite for the best ad of 2013, featuring the lovely Kaley Cuoco from the TV sitcom ‘Big Bang Theory’. The campaign, which has already got off to a good start on Twitter, will feature a photo of one of Toyota’s followers chosen from pictures posted to either Instagram or Twitter. Kaley will then make their dreams come true with the hashtag #wishgranted.
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Tag Line: Prepare for takeoff with Danica Patrick as she goes through her 2013 GoDaddy.CO Super Bowl ad pre-flight checks.
We’ll loosely track this ad in our automotive group because it features Nascar racing driver Danica Patrick as the “GoDaddy Girl”. GoDaddy are a web and domain name host who are using the campaign to promote their new .CO domain offerings. Their CMO, Barb Rechterman, said in a statement last year “We are doing something we’ve never done in a Super Bowl – we are repositioning sexy.” Quite.
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We’ll update this section as soon as we hear any news. Still to come; Chrysler.