Generally, you can count on the Super Bowl producing some pretty cool advertising. Last year’s Super Bowl XLV attracted 111 million viewers from across the world, this year organizers are expecting to break that record once again. Those facts make it a pretty unique advertising opportunity that the car industry has traditionally taken advantage of.
For those who’ve not heard of Super Bowl before, let us educate you! It’s the annual championship game of the National Football League. Europeans should think of it as the UEFA Champions League final of the American Football leagues. At this years Super Bowl XLVI, the New York Giants will be facing the New England Patriots.
Now, to get down to the advertising campaigns. We’ve got a selection from the likes of Audi, Volkswagen, Acura, Honda, Toyota, Suzuki, General Motors Group, Hyundai and Kia. On average, these companies paid around $3.5 million for a 30-second feature, on top of the production costs.
We’ll start with the one you’ll be most interested in. Audi have chosen to feature the 2013 Audi S7 and it’s LED lights. The theme is a Twilight parody and they hope you’ll all be tweeting about it wil the hashtag #SoLongVampires.
Next up is Acura. They chose the Acura NSX Concept for their slot and they’ve used car nut Jerry Seinfeld as the central character. All he wants is to be the first in line for the new Acura NSX.
Volkswagen chose the new Beetle for their advertising. They released an extended clip of the 2012 commercial. It’s a warm, fuzzy advert following a dog waiting for the new Beetle to return home. The them is “Back. And better than ever”, a reflection of Volkswagen’s recent growth in the US. Star Wars fans will love the final 30 seconds of the clip!
Many believed that Ferris Beuller’s Day Off would be getting a sequel before Honda pulled the covers off of it’s 2012 Super Bowl advert. They are advertising the 2012 Honda CR-V using Matthew Broderick. Brodrick takes a day off work to go to the Natural History Museum, practice Yoga on the beach and bet on the horses.
After a three-year break from Super Bowl adverts, Toyota are back with the 2012 Camry. They’ve reinvented this car, therefore, they decided to reinvent your life too. Watch the introduction of the reinvented couch (both for men and women), the reinvented police officer and the reinvented baby.
Suzuki have invested in a 60-second slot to advertise the all-wheel-drive 2012 Suzuki Kizashi. It’s the company’s second Super Bowl commercial. It features an Alaskan native driving the off-roader with him dogs having traded in his sled.
General Motors Group
General Motors have a total of five adverts. Four for Chevrolet, one for Cadillac. The Cadillac advert is the most interesting. They will be showing the new Cadillac ATS at the “Green Hell”, known as the Nurburgring to us Europeans. The teaser shows an ATS lapping the 8-mile circuit and acts as a rallying call against the BMW 3-Series. It’s about the most car-relevant advert of this year’s event.
Hyundai have used their 30-second spot to promote the Elantra. This one is a simple advert that celebrates its 2012 North American Car of the Year victory.
Finally, Kia have shown their extended video. They have used Victoria’s Secret model Adriana Lima, 80’s hair band Motley Crue and UFC fighter Chuck Liddel.
You can also watch the FIVE HOUR long video of Adriana Lima waving a checkered flag.
US viewers can watch Super Bowl XLVI on NBC. It will also be streamed online, both to computers (via NBC.com) and mobile devices (via Verizon Wireless’s NFL Mobile app). British viewers can watch either BBC or Sky Sports, Dutch viewers have ESPN, in Belgium Be Sport 1 and France W9. The adverts referred to above will only show on NBC and at the event.
So, after you’ve had a chance to watch them all, leave us a comment below telling us your favorite! It’s a difficult choice for us, the Volkswagen ad looks pretty good though!