It seems a tad hard to believe, but a new video (no advertisement, according to Audi spokespeople) airing in Europe has a pretty distinct inspirational vibe from the recent 'Imported From Detroit' Chrysler Super Bowl commercial.
I came across this European ad because Eminem is actually suing Audi for illegal use of his copyrighted music (if you notice, a minimally revised version of 8 Mile guitar tracks play in the background of the Audi commercial), not because it's being accused as a rip off (though it kind of is). Honestly, if they'd not used Eminem's guitar track it would feel less like a rip off and they wouldn't be in legal hot water right now.
On that note, I have to ask both Audi and their agency, 'What were you thinking?' Audi's response has been that this is not an advertisement and it's not running in the US (and that this doesn't involve Audi of America). Other than the target audience perhaps not realizing it's the rip off that it is, how is that helping your case? You used a well known music track illegally, and semi-copied rival car company's Super Bowl commercial. Shame on Audi and shame on their agency (I'm not actually sure who produced this).
On the flip side, major kudos to Chrysler for producing such a kick ass spot that a luxury German brand is imitating it.
Here's the Chrysler ad if you want to compare:
Showing posts with label Super Bowl. Show all posts
Showing posts with label Super Bowl. Show all posts
Tuesday, June 7, 2011
Thursday, February 10, 2011
The Anti Social Super Bowl?
Did the Super Bowl commercial lack social media components this year? According to this article from Ad Age, yes, they did. With the number of people with smart phones these days and the power of social media marketing it is surprising there weren't ANY integrated campaigns.
Granted, I learned from the Super Bowl of Social Media voting site that the Doritos and Pepsi Max spots were consumer generated concepts that the brands then produced for the Super Bowl. I had no idea. There was no press that I knew of and no indication prior to the spots airing that they were user generated. It does explain the fragmentation and appearance of a lack of a unified campaign. Honestly, they were some of my least favorite since they seemed contrived with too much cheap humor. Some of them actually offended my parents and I found them rather yawn-worthy. Haven't we seen that same crap in the last five years of Super Bowls? I'm actually more sad to find out those were user generated—there's got to be some better ideas out there.
Ian Schafer's Ad Age article cites some great examples of what could have been done with the campaigns that ran to make them more social. He chides Chrysler, Motorola and Coke for not reaping clear tie-ins that would have worked centrally with their Super Bowl campaigns. I loved the 'Imported from Detroit' ad from Chrysler, but why didn't Chrysler tie that in to some charitable cause for Detroit? It would have to be the right charity, but it would have been brilliant. You have millions watching, enraptured by the commercial, feeling the American Pride for Detroit—the right charitable tie in would have given Chrysler the image of a car company that cares as much about its city as it does about selling cars.
Schafer argues that incorporating social media would have given these campaigns legs beyond the Bowl. As it is, many of the commercials will continue airing for months, but I think he has a point. The social aspect would give you legs and interaction beyond the television. And isn't that what all brands are trying to do these days?
I wasn't watching the game, poised with my iPhone, but it was just across the room. I think I would have engaged if I'd been asked. Would you? Did you think the Super Bowl was lacking in social media aspects?
Granted, I learned from the Super Bowl of Social Media voting site that the Doritos and Pepsi Max spots were consumer generated concepts that the brands then produced for the Super Bowl. I had no idea. There was no press that I knew of and no indication prior to the spots airing that they were user generated. It does explain the fragmentation and appearance of a lack of a unified campaign. Honestly, they were some of my least favorite since they seemed contrived with too much cheap humor. Some of them actually offended my parents and I found them rather yawn-worthy. Haven't we seen that same crap in the last five years of Super Bowls? I'm actually more sad to find out those were user generated—there's got to be some better ideas out there.
Ian Schafer's Ad Age article cites some great examples of what could have been done with the campaigns that ran to make them more social. He chides Chrysler, Motorola and Coke for not reaping clear tie-ins that would have worked centrally with their Super Bowl campaigns. I loved the 'Imported from Detroit' ad from Chrysler, but why didn't Chrysler tie that in to some charitable cause for Detroit? It would have to be the right charity, but it would have been brilliant. You have millions watching, enraptured by the commercial, feeling the American Pride for Detroit—the right charitable tie in would have given Chrysler the image of a car company that cares as much about its city as it does about selling cars.
Schafer argues that incorporating social media would have given these campaigns legs beyond the Bowl. As it is, many of the commercials will continue airing for months, but I think he has a point. The social aspect would give you legs and interaction beyond the television. And isn't that what all brands are trying to do these days?
I wasn't watching the game, poised with my iPhone, but it was just across the room. I think I would have engaged if I'd been asked. Would you? Did you think the Super Bowl was lacking in social media aspects?
Monday, February 7, 2011
Super Bowl Ads: Celebrities A-Plenty, Hits A-Few
There were a lot of celebrities in this year's set of Super Bowl ads, from Joan Rivers for Go Daddy, to P. Diddy for Mercedes, to the Osbourne's and Justin Bieber for Best Buy, but few of them hit a home run. Honestly, I think my favorite commercial was the pre-released VW ad (sans celebrity) that I blogged about last Friday. You had to have a pretty good knowledge of pop culture to understand all of the references in the commercials and I happened to be watching the game with my parents, who understood very few of them. As the New York Times stated:
In the realm of soda advertising, a few of the plethora of Pepsi Max commercials managed to completely offend my parents. Even I found them in rather poor taste. Buying that many Super Bowl spots doesn't help your brand if they're a total turn off. Coca Cola's 'Open Happiness' commercials were good, though underwhelming compared to some of their classics like the Happiness Factory from a few years ago.
Below are the best of the lot (in my humble opinion):
Volkswagon
I blogged about this one on Friday, but it's my favorite so it's getting included again.
Motorola
Motorola took a stab at Apple with it's 'Empower the People' 1984 reminiscent spot to introduce its rival to the iPad. Only this campaign is turning the tables to make Apple the drone-creating big brother company. (Check out the original Apple 1984 commercial here.)
Bridgestone
Okay, so the Bridgestone beaver ad is a little cliche and a little reminiscent of the Geico squirrel ad from years ago, but it still made me smile.
Chrysler
The best car commercial of the lot, in my opinion, and one of the only celebrity uses that seemed fitting, was Chrysler's 'Imported from Detroit'. There was something about this commercial that reminded you of the American Pride that Detroit used to represent. Something that reminded you that Detroit is part of our country and it's survival is important to the rest of the country too. It was a refreshing car commercial and Eminem, while not necessary for the spot's impact, exemplified working class Detroit and money at the same time, so at least his placement made sense and had some meaning.
To fully appreciate the commercials, it helped to be at least passingly familiar with “Almost Famous,” “Back to the Future,” Roseanne Barr, Busby Berkeley, Justin Bieber, Adrien Brody, David Bowie, Diddy, the “Dogs Playing Poker” paintings, Howdy Doody, early video games, Thomas Edison and Eminem (who turned up in two spots, for Chrysler and Lipton Brisk).There were also quite a few car commercials during last night's game, from the P. Diddy Mercedes commercial celebrating it's history to the tune of Janis Joplin's Mercedes Benz. The spot was pretty good, but P. Diddy seemed like a random, unnecessary add-on and distraction from the rest of the spot. Meanwhile, Audi targeted Mercedes as the confines of old luxury complete with a cameo from Kenny G and a stuffed Dodo bird.
In the realm of soda advertising, a few of the plethora of Pepsi Max commercials managed to completely offend my parents. Even I found them in rather poor taste. Buying that many Super Bowl spots doesn't help your brand if they're a total turn off. Coca Cola's 'Open Happiness' commercials were good, though underwhelming compared to some of their classics like the Happiness Factory from a few years ago.
Below are the best of the lot (in my humble opinion):
Volkswagon
I blogged about this one on Friday, but it's my favorite so it's getting included again.
Motorola
Motorola took a stab at Apple with it's 'Empower the People' 1984 reminiscent spot to introduce its rival to the iPad. Only this campaign is turning the tables to make Apple the drone-creating big brother company. (Check out the original Apple 1984 commercial here.)
Bridgestone
Okay, so the Bridgestone beaver ad is a little cliche and a little reminiscent of the Geico squirrel ad from years ago, but it still made me smile.
Chrysler
The best car commercial of the lot, in my opinion, and one of the only celebrity uses that seemed fitting, was Chrysler's 'Imported from Detroit'. There was something about this commercial that reminded you of the American Pride that Detroit used to represent. Something that reminded you that Detroit is part of our country and it's survival is important to the rest of the country too. It was a refreshing car commercial and Eminem, while not necessary for the spot's impact, exemplified working class Detroit and money at the same time, so at least his placement made sense and had some meaning.
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