Another one to add to the growing list of Super Bowl 47 commercials, the Kia Forte “Hotbots” commercial is a winner. No one dislikes poor auto show etiquette more than a pair of sexy, robotic, over-protective booth professionals.
Here’s my arbitrary ranking (least to most favorite) of this year’s Super Bowl car commercials. Getting right to it…
Chrysler “Imported from Motown”
Last year’s “Imported from Detroit” Chrysler 200 commercial, starring Eminem, has been replicated with this year’s “Imported from Motown” spot, featuring Motown legend Berry Gordy. While it isn’t a bad commercial, it is formulaic and I don’t concur with its conclusion, “…because soul”.
Volkswagen “Be Happy”
I was expecting more from VW this year, instead they give us a guy from Minnesota with a Jamaican accent. I think they missed the mark on this one.
Fiat 500L “Sisters”
Fiat continues to market Italian stereotypes and this 500L spot is no different. Yawn.
Toyota “I Wish” and “Wish Granted”
Moving on, Toyota’s, “I Wish”, teaser and, “Wish Granted”, commercial stars Big Bang Theory’s Kaley Cuoco acting as a genie. It’s a literal take on the classic one-hit wonder, I Wish, by Skee-Lo. The spot should work well at any Super Bowl house party.
Mercedes-Benz CLA with Kate Upton
Last year we had five hours of Adriana Lima, this year we have a few dozen seconds of Kate Upton. Probably the most buzzed about commercial this year is also the most misleading: Kate Upton washing a CLA. Sporting a pair of Daisy Dukes, we’re all hoping for a car wash scene alla Jessica Simpson’s, “These Boots Were Made for Walkin’.” Unfortunately, that doesn’t happen.
Mercedes-Benz CLA with Willem Dafoe
Apparently, MB USA wants to make it clear that they’re marketing the new CLA to men. As if the Kate Upton version wasn’t clear enough, this second spot is even more cliche’, showing a young man at a crossroads: does he sell his soul to the devil (Willem Dafoe) or pay the car off himself? A tacky, over-the-top commercial that only works in the spirit of tacky, over-the-top Super Bowl commercials.
Inspiration. Confidence. Bravery. These are just some of the qualities Audi hopes to convey in this year’s “Prom” commercial featuring an S6. The spirits of a young man with no prom date are lifted when his dad throws him the keys to his new Audi S6. Audi crowd-sourced the ending to this commercial through its Facebook page to good effect.
Hyundai Genesis “Excited”
Perhaps the most straight forward and effective commercials this year are from Hyundai. This 30 second Genesis spot is a good example of a simple commercial that gets its message across.
Hyundai Sonata Turbo “Stuck”
Another example is this Hyundai Sonata Turbo commercial showing the potential disastrous consequences of being “stuck” behind another vehicle on the highway.
Hyundai Sonata Hybrid “Gaspocalypse”
While this obvious Mad Max throwback might be lost on younger viewers, I think Hyundai really nailed it with this one. It shows how antiquated gas-burning engines are dependent on a single fuel source that is increasing in short supply. It also shows a hybrid vehicle driven spiritedly, something which you don’t see all that often. For its pop culture tie-in and effectiveness, the Hyundai “Gaspocalypse” is my choice for best commercial this year.
With just over a third of last year’s total Super Bowl commercials, car advertising (and related) ranks highest by industry. And if last year’s statistics are anything to go by, car companies will dish out upwards of three million dollars for a 30 sec spot during this year’s game. Seems like a lot, but then again the ‘big game’ does attract both NFL and non-football fans alike to the tune of a hundred million plus viewers. Continue reading