AutoGuide News Blog
The AutoGuide News Blog is your source for breaking stories from the auto industry. Delivering news immediately, the AutoGuide Blog is constantly updated with the latest information, photos and video from manufacturers, auto shows, the aftermarket and professional racing.
Few true car enthusiasts are able to respect MTV’s Pimp My Ride, but that hasn’t kept it from being a hit with the kids. Big shiny rims and bigger, shinier, TV screens are all it takes to aim a teenybopper’s attention toward a car.
Regardless of the mechanical merit behind the show, or lack thereof, the once-hardcore gangster rapper turned TV personality, Xzibit, quickly became a poster boy for tricked-out transformations. If that image proved one thing since it’s inception in 2005, it’s commercial marketability.
Something about the lowriders of Long Beach and bong-rattling bass that seems to accompany is a recipe for sales success, which is something Volkswagen-owned Skoda Auto of the Czech Republic seems to be aware of.
In one of its latest ads, the automaker features a nerdy-looking white guy pulling up to an obvious imitation of the Pimp My Ride garage called “Czech Coast Customs” and saying “Mr. Xzibit, could you fix my car? Please?”
In seconds, the car is mutilated and dragged out with sparks flying. Then, in typical fashion, Xzibit pulls a cloth off the kid’s new ride, a Skoda Yeti. Watch the commercial below, it’s pretty funny.
Car companies, much like any other, can go one of two routes when dreaming up a Superbowl commercial: funny or serious.
Cadillac chose the latter this year for their ATS commercial, but their ad didn’t do it for us. Throwing a deep commanding voice over an uninspiring electric guitar track and recycling what’s mostly old teaser footage of the ATS running around the Nurburgring race track was a let down. Most disappointing of all, the original teaser video was probably more exciting. The comparison they make between the BMW 3-Series and the ATS makes sense and so does hinting at testing in enemy territory, but it doesn’t impart the rah rah go USA spirit we would have expected.
The Superbowl represents grandeur, excess and most of all pride. One day out of the year a single stadium becomes football’s cathedral. In keeping with that theme, commercials have no choice but to make us double over in laughter or jump from our seats in excitement, or just crack a prideful smirk.
Chrysler pulled that off last year with their “imported from Detroit’ commercial, but telling people to “go to green hell” is just plain cheesy. Hopefully you disagree, watch the video below and decide for yourself.