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Post-Game Analysis: A Look Back at This Year’s Super Bowl Ads

February 8, 2012

There has been a lot of chatter surrounding the commercials that ran this past weekend for Super Bowl 46. Some people liked the ads, some people did not, and some people didn’t really know what to think.

Here’s a great recap of what ran, and a bit of analysis of how well they performed, courtesy of the Auto Marketing Blog. Give it a read, and tell us what YOU thought of the commercials this year!

Check out the full article on their website here.

Super Bowl 46 Automotive Ads: 3rd Annual ‘She Said, He Said’ analysis with Melanie Batenchuk

Tuesday, February 7, 2012

This is the Third Annual She Said, He Said with my good friend and fellow automotive blogger Melanie Batenchuck who writes at BeCarChic.

Overview This year’s Super Bowl was somewhat of a game changer for the auto industry. Much like the mood at the North American International Auto Show, the message last night was “We’re back! Now please buy our cars.” Twelve carmakers spread the ad love with 22 commercials aired before and during the big game. Hyundai and Chevrolet had the bulk of ads with four and three spots respectively, but that doesn’t mean they were the most memorable. Hyundai sponsored the kick-off pregame, where it aired two ads – one on the Elantra and the other on Hyundai’s 45,000 employees in the U.S. Toyota sponsored half time.

Needless to say, cars could be found in nearly every commercial break. And it seemed as if every car company was trying to out-do Volkswagen’s 2011 ‘Darth Vader’ ad, including Volkswagen, but none really achieved it. Honda’s Ferris Bueller homage was probably the closest to recreating the VW nostalgia among audiences.

#SuperBowl social media was everywhere The incorporation of social media was even more prevalent in this year’s Super Bowl. Last year, we saw the introduction of promoted tweets and hash tags, and SB46 included a plethora of such targeted advertising. While Audi and Acura added hash tags to the end of their commercials (#SoLongVampires and #JerrysNSX), others stirred buzz through promoted tweets and has tags.

There was even a legal spat between Ford and Chevrolet over the Chevy’s apocalyptic “2012” ad that specifically mentions a Ford truck driver ‘didn’t make it’ through the end of the world. A lawyer from Ford sent a cease and desist letter to General Motors on Saturday, February 4.


YouTube ruins ads for anyone paying attention If you’re like me, then you’re excited about the teaser ads companies release prior to the Super Bowl so you can get a taste of what is to come. All I wanted was a taste, but the week leading up to the big game left me drinking from a fire hose. Once an auto brand jumped off the YouTube bridge, the others tumbled like dominoes right behind. The pregame release of commercials can be fun if they aren’t the same ads aired during the game or simply share the beginning of the story and you have to catch the rest on TV.

The only car spot that we didn’t get a sneak peek at was Chrysler’s ‘Halftime for America’ ad starring the ever-gritty Clint Eastwood.

Now on to the good stuff… Below is the full ‘He Said, She Said’ analysis with Melanie for each automotive ad during the Super Bowl in the order that they aired. Enjoy our commentary and let us know your thoughts in the comments below!

Hyundai – Victory Lap Car featured: Elantra | Watch the Video

HE SAID: Another quick, simple idea with Jeff Bridges calmly delivering the punch line, must be another Hyundai ad? Not much to say here except I wonder if Hyundai could make a bigger splash by concentrating their Super Bowl ads into a single ad.

SHE SAID: Hyundai kicked off Super Bowl XLVI with a feel-good, patriotic ad aired during the pregame event. The familiar voice of actor Jeff Bridges told us it was a Hyundai commercial before ‘Stars and Stripes’ cued the adorable Elantra, this year’s winner of the North American Car of the Year.

Hyundai – All for One | Watch the Video

HE SAID: Hyundai went for short comedic spots, but for this one they shared how their corporate culture is one of supportive action complete with Rocky theme music. If I recall correctly, this ad ran between the coin toss and kickoff. The positive energy was fun but like many Super Bowl spots last night it didn’t generate much interest after its 60 seconds were up.

With only 70,000 views on YouTube, no one searched for and based on the comments a significant amount of Union Automotive workers didn’t feel inspired after non-union Hyundai factories were featured.

SHE SAID: The Korean-based automaker took this opportunity (and the ‘Rocky’ theme) to showcase its 45,000 employees in the U.S. and how the team at their Montgomery, Ala. Plant helps to make Hyundai the brand that it is today. Although the singing was a bit cheesy, I liked that this ad helped to dispel the myth that American cars are built only in Michigan.

Kia – Dream Car for Life Car featured: Optima | Watch the Video

HE SAID: Adriana Lima, Chuck Liddell, Motley Crue, and a stadium full of bikini clad fans… seriously what more do you want from a small automotive brand? It’s a fun ad with a lot of big production ingredients designed to hit all of the target demographic passions of its aspirational buyer.

SHE SAID: Kia plays up both men and women’s senses by giving us a look into their dreams with this outrageous ad featuring fairy dust, Motley Crue, a race track, a white stallion, and Adriana Lima (who made a second SB46 appearance for Teleflora). This one wins my award for ‘most fun’ out of the car ads. It pleased both male and female audiences and had a lot of great energy behind it.

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