Auto-industry ads score at the Super Bowl - Ingles
Clint Eastwood has made Chrysler's day.
For the second year in a row, the car maker has won over audiences during Super Bowl XLVI with an emotional commercial. This time it featured a gritty Mr. Eastwood trying to rally Americans.
"This country can't be knocked out with one punch; we get right back up again and when we do the world is going to hear the roar of our engines," intoned Mr. Eastwood in the two-minute spot crafted by Wieden+Kennedy.
"Powerful and one of the best Super Bowl ads ever," said Allen Adamson, managing director of Landor New York, a branding firm owned by WPP PLC.
"So, Clint Eastwood needs to be president. Just saying," read a Tweet on Twitter.
Chrysler's "Halftime in America" Super Bowl XLVI Ad starring Clint Eastwood talks about the economic situation in the country.
TiVo's Tara Maitra on Lunch Break discusses her company's second-by-second, audience measurement of Super Bowl commericals, including which ones ranked as the game's advertising winners and losers.
Overall, it was the auto industry's night as ads for Volkswagen, Acura and Chevy also took top honors, according to ad pros and consumers polled by The Wall Street Journal.
The showing solidifies car makers as part of the Super Bowl's ad elite, a spot that had long been reserved for beer and soft-drink makers.
"Car makers are now among the pantheon of Super Bowl advertisers," says Mark DiMassimo, chief executive of Digo, a New York ad firm.
An Acura commercial, which starred Jerry Seinfeld being one upped by Jay Leno, was a crowd pleaser.
"Fantastic. This is what a Super Bowl ad should look like," said Mark Wnek, a former chairman of Lowe New York, a unit of Interpublic Group of Cos. The ad was crafted by Rubin Postaer & Associates, an independent ad firm in Santa Monica, Calif.
Early results from WSJ.com's ad poll, when about 36,000 votes were cast, had Acura in the lead for best commercial.
Model Adriana Lima appeared in a Teleflora ad that missed the mark with some, particularly women.
Amanda Melson, a copy writer at Publicis Groupe SA's Kaplan Thaler, said General Motors Co.'s ad showing a man who had driven a Silverado pick-up and survived an apocalypse was "epic."
Leah Leask, a 37-year-old from Prince Rupert, British Columbia, said, "It was funny, and I like that they made fun of Ford." She was referring to the twist at the end in which several men realize their Ford-driving buddy didn't survive,
Ford Motor Co., on the other hand, wasn't amused. It asked GM to stop showing the spot, but GM declined. "We do not agree with some of GM's claims in their ad," Ford said in a statement. Omnicom Group Inc.'s Goodby, Silverstein & Partners crafted the Silverado spot.
Volkswagen, whose mini-Darth Vader ad was one of the most successful spots last year, had a repeat performance. Its latest spot, crafted by Interpublic's Deutsch, starred a cute but fat dog getting in shape.
Last year Volkswagen's ad "was awesome, but that new spot was really good," said Brian Corby, a 35-year-old futures trader in Lakeview, Chicago.
Spots that fell flat, according to the ad executives polled, included commercials from companies such as Teleflora, General Electric Co., Century 21 Real Estate and Samsung Electronics Co.
Teleflora's spot, which featured Victoria's Secret model Adriana Lima promising men in a sultry voice that if they give Valentine's Day flowers they will receive, seemed to miss the mark with some, particularly women.
"Teleflora's 'give and you shall receive' tagline/spot is the most sexist of the night," read one tweet.
More than 100 million viewers were expected to watch the nail-biting game between the New York Giants and the New England Patriots, broadcast on Comcast Corp.'s NBC. For a chance to reach such a big audience, many marketers shelled out $3.5 million for 30 seconds of commercial time — the equivalent of $116,667 a second.
To get more bang for their buck, the majority of advertisers released their ads online several days before the game. While that left few surprises for game night, it helped marketers earn millions of dollars in free advertising.
Honda Motor Co.'s ad spoofing the 1986 hit film "Ferris Bueller's Day Off" had 11.8 million views online as of midday Friday, while a teaser for the spot had 17.8 million views, according to Kantar, a marketing research company owned by WPP.
Another winner from the big night, according to ad executives, was Coca-Cola Co., whose ad created by Wieden + Kennedy showing football-watching polar bears edged out arch rival PepsiCo Inc.'s medieval spot, which featured Elton John in heels.
Coke's ads are "beautiful storytelling and classic," said Jason Graff, a group creative director at Kaplan.
A consumer-generated commercial for PepsiCo's Doritos, which showed a cat-murdering dog blackmailing its owner, outdid many of the spots devised by Madison Avenue professionals.
"Doritos was the best; I wanted to rewind to watch it again," said Michelle Garcia, a 40-year-old speech pathologist from Yonkers, N.Y.
Marketers once again deployed countless animals to woo the crowd. Bears, chimpanzees, a slew of dogs and even a cheetah tried to win over viewers. But one of the best animal-spot awards went to Anheuser-Busch InBev NV, which showed a dog named WeeGo that fetches Bud Light when partygoers call, "Here Weego." The brewer's ad slogan: "Here We Go."
"Weego is the new Spuds MacKenzie," said Kaplan's Mr. Graff, a reference to the dog in previous Bud Light ads.
The best-performing rookie award went to Dannon yogurt, whose ad featured a woman head-butting actor John Stamos. The Danone SA-owned brand outdid other big-game ad rookies such as Century 21 Real Estate, which aired a spot featuring celebrities including Donald Trump.
"It's the most random collection of celebrities since 'Dancing with the Stars,' and it still doesn't make me want to sell my house in this market," said Matt MacDonald, executive creative director at WPP's JWT New York.
This article was written by Suzanne Vranica and appeared in the Wall Street Journal.
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