February 8, 2011 by Post Team
Kim Kardashian, (CP) – As Super Bowl advertising, Justin Bieber replaced Ozzy Osbourne and Joan Rivers has become a GoDaddy girl. But a pair of advertising by automakers won the trophy early online buzz.
A two-minute advertisement for Chrysler with Eminem and a Volkswagen ad featuring Darth Vader mini-virus that was released before were two of the most talked about spots overnight publicity, the Super Bowl XLV in which the Packers Green Bay defeated the Pittsburgh Steelers 31-25.
Chrysler was one of nine automakers that have benefited from the showcase largest and most expensive advertising, AT $ 3 million for 30 seconds, trying to show they are back after two difficult years for industry.
The cinema ad third quarter Chrysler favorites led by Detroit and Eminem brought a new car, the Chrysler 200 sedan, amid scenes of the gritty city. A voiceover talking about how the city survived through “hell and back.”
“This is the Motor City and this is what we do,” said Eminem.
Chrysler’s announcement was “the great story of the night,” said NM Incite, a Nielsen / McKinsey Co. who follows online buzz.
Consumers repeated the “imported from Detroit” slogan over and over in online buzz, the company said.
“It was a very risky business, but he scored very well with our group” that rates the ads, said Tim Calkins, clinical professor of marketing at the Kellogg School of Management.
Another success was the announcement of a Volkswagen, which showed a boy in a costume of Darth Vader trying to use “force” on objects, including the Passat.
“It was not really selling a car, he sold a feeling, and it drew in its target market of families very effectively, which is not usually see in a car ad,” said Robert Kolt, an instructor at Michigan State University College of Communication Arts & Sciences.
Volkswagen has released the announcement early on Youtube.com and was more than 13 million page views before the game even started.
Fox covered the United States; most advertisements were not available for viewers to watch the Canadian Broadcasting CTV.
Furthermore, celebrities and humor dominates. A scantily clad Kim Kardashian has broken with her coach for Skechers, Roseanne Barr was a great success of a newspaper in a Snickers ad and comedian Joan Rivers, and her head at least, has become a GoDaddy girl.
According to USA Today Super Bowl Ad Meter, the most striking ads featuring dogs: A Doritos ad that showed a man taunting a dog and get crushed under a glass door and a Bud Light ad that showed the dog food part. The paper uses a panel of viewers who feel that the ads they watch them.
After avoiding the Super Bowl for two years, as he went in and out of bankruptcy led government, General Motors is back with five ads for Chevrolet. In an announcement, advertisement car dealer seemingly mundane is disrupted when a Camaro turns suddenly into the character of the Bumblebee “Transformers” film.
A miss was a false light Groupon public service ad coupon site with Timothy Hutton, who appeared to be a call for help for people of Tibet, but rather praised an agreement Groupon fish curry.
While aiming at humor, “It was not a piece of highly effective communication and well rubbed some people the wrong way,” said Calkins.
Ad Homeaway.com with a “test tube baby” smushed against the window has also won the negative reaction of expert’s ad and “did not resonate with people,” said Calkins.
Some ads, predictable, have been criticized for being entertaining without doing much to convince people about to be announced.
Among those was an ad for Lipton Brisk iced tea in which an animated Eminem explains why he did not usually do endorsements. He throws a business type of a roof when he refuses to rename the drink “Eminem”.
“It was confusing and did not say much about the product,” said Calkins.
Not all ads have to laugh. 60-second spot Motorola Mobility in the second quarter played out Apple’s famous ad “1984.” Dialogue ad-free Motorola shows a world where drones dress all in white and wearing headphones Apple iPod-like and a man using a tablet Motorola Xoom free and woo a girl.
The message is that Apple has become an oppressor rather than a liberator, and show compressed Motorola as a worthy adversary of popular Apple iPad, “said Bill Ogle, chief marketing officer of Motorola’s mobility.
“Many people just try to go for a laugh,” he said. “There are all kinds of sex and monkeys and horses (during the Super Bowl), but what we’re trying to do is a little over a serious history. ”
Copyright © 2011 The Associated Press. All rights reserved.
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