Prius set for Super Bowl-sized ad spot Feb. 7

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In III, a cocky young gunslinger guaranteed and then delivered a victory to bring an unlikely trophy to Broadway.

In XVIII, a shifty running back in silver and black reversed field to stun Washington and to raid a title for L.A.

In XLII, a previously unheralded wide receiver’s helmet catch ruined a perfect season.

And in 50, the 2016 Toyota Prius will make a play of its own, starring in a 60-second ad that will air Feb. 7 during America’s biggest sporting event … which Toyota failed to name in a press release as the Super Bowl.

Those guys up there, they didn’t deliver the biggest plays on the biggest stage by accident. No, they worked at it, bled for it. They practiced and practiced until it just came naturally. They had swagger, sure, but how could they not? When you do what you do for so long, great performances just become second nature.

And we’re not saying Prius is going to outshine those other performances – actually, maybe we are. But with 50-plus miles per gallon and a sleek new design, Toyota has a little extra swagger with this icon.

So let’s talk about the Prius. Toyota brought it to market in Japan in 1997, and to the United States in 2000. And since then, it’s been improvement after improvement. Now comes the fourth generation with a longer, sleeker exterior, a low center of gravity, and world-changing technology that will toss everything you thought you knew about Prius driving out the window.

You see, this is big. And the only stage big enough to handle this Prius is 50, the game so big roman numerals can’t do it justice anymore.

“We can’t wait to show off this Prius on the world’s biggest stage,” said Jack Hollis, Toyota’s group vice president of marketing.

So what did you expect? You don’t run ads for a car like this as some late night infomercial. No, you go to the biggest stage, where more than 100 million people can gather round, wide-eyed and drop-jawed in between scoops of guacamole dip.

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Mercedes-Benz and BMW See Biggest Increases in on Edmunds.com after Super Bowl 49

2016 Mercedes-Benz AMG GT

2016 Mercedes-Benz AMG GT

SANTA MONICA, Calif.  — Mercedes-Benz and BMW saw the most significant spikes in traffic on Edmunds.com after their ads ran during Super Bowl XLIX, according to a real-time analysis by the car shopping website.

By the end of the game, the Mercedes-Benz AMG GT had the biggest cumulative spike in traffic, with a 2189% jump over previous Sunday averages on Edmunds.com. The BMW i3 captured the second most buzz on Edmunds.com; its cumulative traffic climbed 583%.

“Even though these two advertised vehicles are likely to be sold in small volume to niche audiences, the BMW and Mercedes brands will enjoy the overall buzz they have generated, especially as both continue their efforts to grow their overall reach into new car shopper segments,” said Edmunds.com Sr. Analyst Jessica Caldwell. “Both brands will be quite happy that the millions of dollars they invested had the desired effect.”

Vehicles With Lgst Cum. Traffic Increases on Edmunds.com During Super Bowl

 

Mercedes-Benz AMG GT 2189%
BMW i3 583%
Lexus RC 350 568%
Fiat 500x 503%
Jeep Renegade 405%

 

Cumulative Lifts in Site Traffic to Super Bowl Advertisers’ Pages*

 

Lexus 37%
Mercedes-Benz 36%
Fiat 35%
MINI 18%
BMW 16%
Chevrolet 13%
Jeep 3%
Kia 2%

*Lifts determined by comparing unique mobile and desktop traffic on Edmunds.com’s make and model pages against average Sunday traffic levels.

The all-electric BMW i3 will be featured in a 60-second TV commercial during this year's Super Bowl on Feb. 1.

The all-electric BMW i3 was featured in a TV commercial during this year’s Super Bowl on Feb. 1.

Edmunds.com also tracked the immediate traffic lifts enjoyed by Super Bowl advertisers as and after their commercials ran:

  • Chevrolet sponsored the pre-game show and showed four Colorado ads; site traffic to Colorado pages increased 25% during the pregame and 1104% during the first quarter of the game
  • During the third quarter of the game, Dodge Challenger ads lifted its traffic on Edmunds 232%
  • Fiat 500x increased 3981% in the moments following its second quarter ads; interest remained high in the third quarter, delivering a 986% lift for the vehicle
  • Jeep Renegade was advertised in the third quarter of the game and traffic to its pages immediately increased 1031%; during fourth quarter the increase was 5720%
  • Kia Sorento traffic increased 213% immediately following its third quarter ad
  • Lexus NX’s second quarter ad generated an increase of 341%. The brand did even better immediately after its RC 350 ad ran in the third quarter, increasing vehicle’s page traffic on Edmunds 5702%. The RC continued to enjoy success in the fourth quarter with a 690% lift in traffic to its pages on Edmunds.com
  • MINI sponsored an early part of the pre-game show and showed five ads; site traffic to MINI Cooper increased 48% during that period
  • Nissan brand consideration increased 90% immediately following its second quarter ad
  • In the moments following its halftime ad, Toyota Camry site traffic increased 364%

Edmunds.com analysts noted especially strong activity at halftime for vehicles that advertised earlierduring the Super Bowl:

  • Fiat 500x increased 14,627%
  • BMW i3 increased 1,807%
  • BMW i8 increased 501%
  • Chevrolet Colorado increased 421%
  • MINI Cooper increased 258%

“All the automakers who advertised during the Super Bowl succeeded in getting the attention of car shoppers during this big game, and that’s something to celebrate,” added Caldwell. ”But it’s a lot easier to create a big bang than it is to sustain the momentum, and that will be the big challenge for all Super Bowl advertisers moving forward.”

Edmunds.com’s Super Bowl traffic analysis is based on unique mobile and desktop traffic to make and model pages on Edmunds.com. Lifts are determined by comparing against average Sunday traffic levels on the site. For more metrics on car shopper consideration and purchase intent on Edmunds.com, please visit the Industry Center at http://www.edmunds.com/industry-center/.

 

Hyundai’s “Dad’s Sixth Sense” Super Bowl ad beat mega brands

HyundaiSixthSensead

Third Highest Scoring Ad of all Time According to Ace Metrix

BY GERRY MILES

It’s well after the Super Bowl, but the advertising “touchdowns” are still trickling in.

Hyundai, in advance of the NY Auto Show, is rightly touting that its “Dad’s Sixth Sense” TV  was deemed the third highest ad according to Ace Metrix, a firm that measures that stuff. And, if placement counts at all for those keeping track, it was rated as the second most effective ad in the first quarter.

I mention placement only from the standpoint of my New England roots and to note that rankings mean little some times. Example A: Tom Brady not being taken in the NFL draft until the sixth round, but now considered one of the greatest quarterbacks of all time.

“Captivated consumers received an entertaining product demonstration during this artfully crafted story of parental protection,” said Toula Thomas, SVP & GM – Automotive at Ace Metrix. “Dad’s Sixth Sense” dramatizes the near-misses and breathtaking saves of everyday parenting. The action follows a young boy as he grows up, and Dad is there for him again and again. The commercial culminates with a final breathtaking save – only this time, it’s the all-new 2015 Hyundai’s Genesis that has the young man’s back.

Ace Metrix determines itsr top 10 list by measuring ad creative effectiveness based on viewers’ reactions to national TV ads. The ads are scored on the following qualities: persuasion, relevance, information, attention, change, desire and watchability.

Hyundai’s “Dad’s Sixth Sense” beat out brands such as Budweiser, Google, TGI Friday’s, Ore-Ida, and Procter & Gamble, respectively.

Quite simply it was a message that resonated with viewers for its straight forward, productive and protective message about the safety systems and how parents, in most cases, never stop looking out for the welfare of their children.

No gimmicks. No genies. No smoke and mirrors. Common sense.

VW engineers ‘wing it’ in Super Bowl spot

A VW engineer works with his wings

A VW engineer works with his wings

BY GERRY MILES

It’s common knowledge that every time you hear a special lullaby chime in a hospital a new child has entered the world.

Spinning off a similar theme that underscores the long-distance durability of a VW to roll over the 100,000 mark on the odometer. In VW’s Super Bowl spot, a white coated engineer receives their wings when the odo tops the 100k mark. The German automaker is claiming it has the most vehicles with on the road with more than 100,000 miles.

Wings” can be seen on VW’s YouTube® channel before it airs in the second quarter of the Big Game this Sunday. 

“The Big Game is a unique chance for Volkswagen to entertain tens of millions of people and to show consumers why we have so much pride in the brand,” said Vinay Shahani, Vice President, Marketing at Volkswagen of America, Inc. “We are thrilled with this year’s creative, which highlights the enthusiasm around our brand and our vehicles’ German engineering in a humorous spot that embodies the Volkswagen spirit.”

Audi’s ‘Doberhuahua’ Super Bowl A3 spot is uncompromised

Audi's Doberhuahua still shot

Audi’s Doberhuahua still shot

BY GERRY MILES

As a friend used to tell me, “son you don’t pay for half a hair cut do you? Heck, no. You get it done right or not at all.”

That’s a gross exaggeration of the concept but one that an Audi satirical Super Bowl TV spot will make for its all-new 2014 A3.

The 60-second commercial airs at the first in-game break after half-time. That means folks will see if if they’re just back from the fridge or bathroom breaks.

Audi of America released the full version, called “Doberhuahua” today on its YouTube channel.

“Unlike other entry-level luxury sedans, the Audi A3 family breaks the boundaries and raises the bar as to what is expected out of entry-level luxury vehicles. The Audi A3 doesn’t compromise on luxury, design or performance,” said Loren Angelo, Director of Marketing for Audi of America. “Through the use of this unlikely new character – the Doberhuahua – Audi illustrates how compromise can be frightening in a humorous, memorable way.”

Simple stated, “Doberhuahua” follows a young couple in their hunt for the perfect dog. When they can’t decide on a breed to choose – a cute and cuddly Chihuahua or a big and bold Doberman Pinscher – the pet store owner suggests they comprise and blend the two breeds. The result: A Doberhuahua that quickly takes over the city, wreaking havoc and leaving chaos in its wake. “Compromise scares us too,” says Audi at the end. The spot also features the hashtag #StayUncompromised.

Singer-songwriter Sarah McLachlan, an animal rights advocate, is featured in a cameo appearance. McLachlan starred in a teaser for the brand’s game day spot last week.

The all-new Audi A3 lineup begins with the A3 sedan, which goes on sale in the spring of 2014 with a base MSRP of $29,900.

Hyunda hopes TV audience thinks 2014 Elantra looks ‘Nice’ in Super Bowl

Johnny Galecki, one of the stars of the CBS hit show “The Big Bang Theory,” will headline a 30-second, game-day Hyundai spot during Super Bowl XLVIII on February 2, 2014. The spot is titled "Nice" and features the 2014 Hyundai Elantra.

Johnny Galecki, one of the stars of the CBS hit show “The Big Bang Theory,” will headline a 30-second, game-day Hyundai spot during Super Bowl XLVIII on February 2, 2014. The spot is titled “Nice” and features the 2014 Hyundai Elantra.  (Hyundai photo)

BY GERRY MILES

Hyundai hopes Super Bowl watchers find its 2014 Hyundai Elantra will be “Nice” enough to shop in the showroom after its 30-second spot runs

Starring with the car is “Big Bang Theory” actor Johnny Galecki behind the wheel of an Elantra when an attractive woman pulls up next to him in the exact same car.

Admiring the woman’s good taste, Galecki utters, “nice ride.” As the light turns green, the pair become engaged in a flirtatious game of one-upsmanship. Legendary comedian Richard Lewis even makes a cameo as Galecki’s passenger, adding his own rambling commentary.

The Elantra is the first product that Galecki has endorsed – as a product or a brand – on air.

“I’ve always loved Super Bowl ads – the commercials during the game are always the highlight for me,” said Galecki. “In this Hyundai spot, there’s a car chase, there’s explosions, and even a car jump – it’s exciting, cinematic and filled with humor. I can’t wait for everyone to see it!”

Muppets highlight new 2014 Toyota Highlander during Super Bowl spot

Terry Crews and the Muppets in a scene from their Super Bowl ad for the all-new Toyota Highlander

Terry Crews and the Muppets in a scene from their Super Bowl ad for the all-new 2014 Toyota Highlander. (All photos courtesy of Toyota)

Spot also boosts “Muppets Most Wanted” movie that screens March 21, 2014

 BY GERRY MILES

Using the company’s tag line “Let’s Go Places” Toyota has joined with the Muppets for a new 60-second Super Bowl spot called “Joyride” that hypes the 2014 Toyota Highlander as well as the upcoming Muppet movie release in March.

Although the car is supposed to be the star of the show, Disney’s Muppets confound actor Terry Crews, who stars in the TV show “Brooklyn Nine-Nine.” 

With their over-the-top personalities, the Muppets teach Crews’ character a thing or two about “unborifying” his lifestyle as they “borrow” his sweet ride, the Toyota Highlander. The spot features humorous hijinks, dancing and surprises—and no Muppet caper would be complete without an original song. Viewers will see that with seating for up to eight human passengers or more than 12 Muppets, the all-new Toyota Highlander has plenty of room for everything—everything except boring.

Kermit the Frog tells viewers he's always up for a fun ride in the Toyota "Joyride" commercial for the upcoming Super Bowl.

Kermit the Frog tells viewers he’s always up for a wild ride in the Toyota “Joyride” commercial for the upcoming Super Bowl.

“We’re always game for a wild ride,” said Kermit the Frog, who makes a special appearance in the campaign, “as long as Animal’s not driving. He doesn’t quite get the whole concept of brakes.”

Crews, who played six years in the NFL as a defensive end/linebacker, is known for his roles and appearances on television shows such as “Arrested Development” and “The Newsroom,” and films “The Expendables” franchise, “Bridesmaids” and “The Longest Yard.”

According to wikipedia, Crews was drafted by the Los Angeles Rams in the 11th round of the 1991 NFL Draft. During his career he played for the Rams, San Diego Chargers, the Washington Redskins and the Philadelphia Eagles.

Former NFL player Terry Crews joins with Kermit the Frog among other Muppets in the upcoming Toyota Highlander Super Bowl spot.

Former NFL player Terry Crews joins with Kermit the Frog among other Muppets in the upcoming Toyota Highlander Super Bowl spot.

In addition to the commercial, the Muppets gang will provide real-time updates as they travel to the big game in their Toyota Highlander on February 2. Fans and customers are invited to chat live with the Muppets on game day by tweeting @Toyota or using #NoRoomForBoring.

The broadcast spot and social media activities were developed in partnership with Saatchi & Saatchi LA, Conill and 360i. “Joyride” will air during the second quarter of the game. For a preview of the commercial, click here:

After the Super Bowl, Toyota and Disney extended its collaboration featuring the Highlander in the March movie, starring Muppets stars, “Muppets Most Wanted”. The film stars the Highlander, Ricky Gervais, Ty Burrell and Tina Fey, in a flick that takes the entire Muppets gang on a global tour where they find themselves unwittingly entangled in an international crime caper.

Sounds very “unboring” to be sure.